Redux Beverages has chosen an ironic new name for its controversially-titled energy drink.

The US company, which in recent weeks has hit the headlines for its Cocaine beverage, said late last week that it will change the name of the soft drink to 'Censored'.

In April, Redux was instructed to cease naming its drink brand Cocaine. The California-based company received the demand from the US Food and Drug Administration, which also took exception to the product name appearing to be spelled out in a white granular substance that resembled cocaine powder.

Founder Jamey Kirby said: "We love the Censored name because it has the same rebellious and fun spirit that our original name did."

Redux, founded in 2006, also noted last week that it is working on new product lines, details of which will be announced "soon".