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There have been protests from anti-drug campaigners in the US over a new energy drink called Blow. The drink comes in the form of a white powder, which is intended to be added to water or other beverages. Opponents claim that it's more like fake cocaine.

The fact that 'blow' also happens to be street slang for cocaine is not the biggest objection. The critics are still more concerned about the packaging and presentation of Blow.

The product website features showgirls in skimpy costumes against a background of heavy metal music. Blow Energy Drink Mix is described as “Pure uncut energy”. Online ordering options include 12 phials of Blow in an expanded polystyrene 'brick' that resembles a block of cocaine.

There’s also a 'Stash Box Sampler Pack' and a 'Recreational User Pack'. Special promotional packs mailed out by the Las Vegas-based producer even include a mirror and Blow 'credit card'.

The background behind Blow In reality, Blow gets its kick from familiar energy drink ingredients: Taurine, caffeine and carnitine, with a dash of kola nut extract and B vitamins. But US authorities fear the powder will encourage consumers to seek out “the real thing".

The Food and Drug Administration (FDA) has written to Blow founder Logan Gola, ordering him to change his marketing platform. The FDA also noted that Blow itself could be classed a drug “intended to affect the structure or function of the body”, and had not been officially cleared for sale.

The agency made similar warning noises last year when another Las Vegas company, Redux Beverages, launched a carbonated energy drink explicitly branded as Cocaine. However, Cocaine is still on the market.

Blow boss Gola was unrepentant. In an interview with cable TV network CN8, he defended the drink’s “tongue in cheek” presentation, adding: “Our product is marketed 100% towards adults. It’s an adult beverage product ... We’re very careful not to target anyone under the age of 18.”

Gola claimed the powder was already stocked by about 1,400 stores across the country, in addition to online sales.

According to the company, Blow may also go on sale shortly in Europe. “We've received a tremendous amount of inquiries from the UK, and are actively speaking to potential distributors,” a spokesperson told Britain’s Daily Mail newspaper.

“We're in the process of getting approved in the Netherlands, which will give us entry into most of the European Union.”