Ever since Four Loko hit the shelves its been a big topic of debate. From college kids raving and raging with it and about it, to concerned parents battling every sale.
Now that the drink has been banned in a number of states and the hype about the danger has somewhat diminished, people are asking “What’s next?”
The answer is simple, more Four Loko, well kind of. Phusion Projects, the company responsible for Four Loko is re-releasing the drink in a censored form. Phusion Projects announced their intent to reformulate and re-release its products free of caffeine, guarana and taurine nationwide.
“We are taking this step after trying – unsuccessfully – to navigate a difficult and politically-charged regulatory environment at both the state and federal levels….”We hoped that clear, consistent, industry-wide standards regulating pre-packaged caffeinated alcoholic beverages would be the outcome of these conversations.” Said Phusion co-founders Chris Hunter, Jeff Wright and Jaisen Freeman in a statement released to the public.
The change comes following an FDA warning letter sent to four of the top makers of alcoholic energy drinks saying the mixture of caffeine with alcohol in their products is an “Unsafe food additive.”
“We have repeatedly contended – and still believe, as do many people throughout the country – that the combination of alcohol and caffeine is safe. If it were unsafe, popular drinks like rum and colas or Irish coffees that have been consumed safely and responsibly for years would face the same scrutiny that our products have recently faced.” Said Phusion.
Phusion Projects is trying to stay ahead of the curb by following the FDA’s request despite their belief in their products safety.
“By taking this action today, we are again demonstrating leadership, cooperation and responsible corporate citizenship.” Said Phusion.
Weather or not this is the responsible or correct actions remains to be seen as Four Loko 2.0 has yet to hit the shelves. Will the drink have the same opposition without the energy? Just because it isn’t in the drink already doesn’t mean consumers wont add a Red Bull or Amp on their own to gain the desired effect. One this is certain however, Four Loko is going away without a fight any time soon.