Reeds Natural Energy Elixir drink bore nutrient content claims that were not authorised by regulation

Reed's Natural Energy Elixir drink bore nutrient content claims that were not authorised by regulation

Reed's has said that a US Food & Drug Administration (FDA) ruling that the company has misbranded some of its products will not have a material impact on its business.

A letter from the FDA to Reed's' CEO, Christopher Reed, stated that the company's Natural Energy Elixir drink bore unauthorised nutrient content claims.

One such statement was the claim that the energy drink is "rich in epigallacetechin gallate (EGCG) a powerful antioxidant". Another stated: "Camu Camu- a . . . fruit with the highest concentration of vitamin C of any plant".

The letter from the agency's California office noted: "The violations cited in this letter are not intended to be an all-inclusive statement of violations that exist at your facility, and in connection with your products." However, it added: "It is your responsibility to ensure that your firm and all of your products comply with the Act and FDA regulations.

"You should take prompt action to correct the violations described in this letter. Failure to do so may result in regulatory action without further notice. Such action may include, but is not limited to, seizure or injunction," the letter stated.

However, in a statement today (25 August), Reed's said that the company is "proactively and openly addressing" the FDA's labelling concerns, and has taken measures "to immediately correct" labelling.

"The FDA seems to be increasing pressure to improve labelling and ingredient descriptions," said Reed's COO, Terry Foucaut. "We applaud the push toward increased disclosure. We have enthusiastically corrected these minor points in our packaging, and we look forward to closing this matter with the FDA as soon as they are able to review our responses."

Reed's said it is awaiting a response from the FDA on the proposed corrective measures.