Border Telegraph | News | Border campaigners lash out at 'Cocaine' in a Can

Monday, 8th September, 2008

Published: Wednesday, 23rd July, 2008 09:00

Border campaigners lash out at 'Cocaine' in a Can

By Alexa Brown

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A drinks company planning to launch a controversial soft drink named after a Class A drug has been criticised by campaigners and health experts in the area, who describe the move as ‘pathetic’ and ‘cynical exploitation of the youth market.’

The energy drink, named Cut Cocaine, contains 350% more caffeine than Red Bull and is being marketed by company Ocke Cokey for release this summer.

Although the drink does not contain the illegal drug, it is worried that the high caffeine content is designed to simulate the apparent energising effect of cocaine.

And Borders campaigner and Conservative Westminster candidate Chris Walker is appealing to government bodies to have the drink banned in the U.K.

He said: “When we’re all trying our hardest to promote responsible drinking here is a company clearly out of line, glamourising drug-taking and pitching this drink at a vulnerable market.

“We all know where this drink will lead, and it’s quite frankly pathetic that this company have to resort to such marketing tactics.

“I would like to call on all retailers in the Borders to seriously consider the moral and social impact this sort of marketing has on the youth of today and refrain from stocking this product.”

Dr Andrew Riley, Director of Public Health at NHS Borders, told the Border Telegraph: “First of all I think it’s very irresponsible to name a product in this way. The problem is that it is essentially associating the name cocaine with stimulating and positive effects. I don’t see any such positive association. This is cynical exploitation of the youth market.”

He added: “Secondly, too much caffeine can have serious side effects, including headaches, insomnia and stomach upsets. It also acts as a diuretic so can lead to dehydration if too much is drunk.

“It’s also been found that expectant mothers who drink six or more cups of coffee per day or the equivalent could be putting themselves at serious risk of complications during their pregnancy.”

A spokesperson from Ocke Cokey, the company behind the new drink, said: “It is going to create controversy, but that’s the beauty of this name – everybody that objects to it is going to be selling our product.”

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