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Gatorade to remove controversial ingredient

Copyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed. The Associated Press
Friday, January 25, 2013 - 1:40 pm

NEW YORK – PepsiCo is removing a controversial ingredient from its Gatorade sports drink in response to customer complaints.

A spokeswoman for the company, Molly Carter, said Friday that the move was in the works for the past year after the company began "hearing rumblings" from consumers about the ingredient. She said it wasn't a response to a recent petition on Change.org by a Mississippi teenager.

The ingredient – brominated vegetable oil – is also listed in other drinks, including some flavors of Powerade, made by rival Coca-Cola Co. The Atlanta-based company did not say whether it would remove the ingredient from Powerade as well but noted that it takes customers' concerns into account when looking for ways to improve its drinks.

Ingredients in food and drinks have come under greater scrutiny in recent years, helped by the ability of consumers to mobilize online. The petition on Change.org noted that brominated vegetable oil has been patented as a flame retardant and is banned in Japan and the European Union. It had more than 200,000 supporters Friday.

For Gatorade, Carter said the ingredient is used as an "emulsifier," meaning it distributes flavoring more evenly so that it doesn't collect at the surface. She said it was used only in select flavors including such as orange and citrus. Brominated vegetable oil, or BVO, is still used in other drinks, including Coca-Cola's Fanta and PepsiCo's Mountain Dew.