A lot of Americans seemed to have gotten the message that we must eat healthier. This new awakening regarding the importance of healthy eating has opened up a lucrative market for the sale of health food. In an attempt to reap some of the profits from this expanding market, the Coca Cola Corporation has announced that it will introduce a non-carbonated drink that contains a "natural, calorie-free sweetener." This new beverage is expected to make its debut in the United States this week, under the label of Coca Cola's Odwalla line. However, there is a glitch in the plans.
According to The Wall Street Journal, the sweetener contained in the new drink, which is allegedly derived from herb stevia, has yet to receive the approval of the Food and Drug Administration. The news source also states that: "Stevia is approved for use in at least 12 countries and as a dietary supplement in the U.S. But after some studies suggested adverse health effects from stevia-based products, such as potential mutations in the livers of rats, the FDA concluded in the early 1990s that data weren't sufficient to allow its use as a food additive."
The suspenseful question is, "Will Coca Cola release the drink despite not having the FDA's approval?" They can do so, and the scuttlebutt surrounding the issue indicates that they will likely proceed. If so, then the question will be: "Will the public buy it?"