"Cocaine" makers spin new "Censored" name

In April, the FDA issued a final letter to Las Vegas-based Redux after warnings the energy beverage is illegally marketed as a street drug alternative and dietary supplement.

The maker of the controversially named energy drink announced last week it would temporarily halt distribution of its product, after FDA and other government branches threatened action.

While its initial tone was defiant, the company has changed its tune.

In a written statement issued this week it announced that it will in fact change the name to "Censored".

"We love the Censored name because it has the same rebellious and fun spirit that our original name did," said Redux founder Jamey Kirby in the statement.

FDA did not appear to find anything rebellious or fun with the first name "Cocaine", which sparked a debate on energy drinks in the mainstream press.

"Street drug alternatives, i.e., products that claim to mimic the effects of recreational drugs, are not intended to supplement the diet and, as a result, cannot lawfully be marketed as dietary supplements," wrote FDA in its April 4 warning letter to Kirby.

While Redux has displayed the words "R.I.P Cocaine energy drink Sept. 2006 - May 2007," on the website www.drinkcocaine.com , it now says it is working on new "Censored" product lines.

This is a far cry from Redux's assertions last week that it would change the product name but challenge FDA nonetheless, with the goal of returning to its original name.

"Redux intends to challenge the FDA allegations, but until such time as Redux wins that challenge, Cocaine Energy Drink, which was well on its way to becoming a contender against energy drink goliaths…will not be available for sale in the United States under that name," said Redux in a written statement.