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By Mike Ramey**

Cocaine, the controversial American energy drink, is reportedly set to launch in the UK this summer. The news has already sparked protests from British health campaigners, concerned that the drink’s name may encourage drug use among young consumers.**

“This is clearly a piece of cynical and irresponsible marketing,” Harry Shapiro, Director of the independent information organisation DrugScope, told the Daily Mail. “However, I hope people will not be fooled by it.

“They have obviously picked this name because it is a high energy stimulant drink, and there are other high energy stimulants out there – cocaine being one of them.”

David Raynes, of the UK National Drug Prevention Alliance, added: “It is people exploiting drugs. It is a pretty cynical tactic, exploiting illegal drugs for their own benefit.

“The fact is that, subliminally, it is making the image of drug use cool – and that's what kids want to be, cool. Kids will be drinking Cocaine and will inevitably link the two.

“The drink is relatively innocuous, but they will be linking it with cocaine use and the market, which is far from innocuous.”

Familiar ingredients Cocaine energy drink in fact contains no illegal substances, deriving its 'kick' from familiar ingredients such as guarana and taurine, plus an unusually high dose of caffeine (about 350% more than rival Red Bull, according to the makers).

However, the product’s name is spelled out on the can in a granular white substance resembling its narcotic namesake, and the drink is billed as 'the legal alternative.'

There was a furore when Cocaine was launched in 2006 by Redux Beverages of Las Vegas, and in February this year the company was obliged to modify some of its marketing claims after complaints from the US Food and Drug Administration (FDA).

But the notoriety has apparently done little to damage sales of the energy drink, which is now to be distributed in the UK by a specially formed company, Ocke Cokey, based in Kent.

“It is going to create controversy,” admitted a company spokesman, “but that's the beauty of this name – everyone that objects to it is going to be selling the product.” He pointed out there had been no protests over two perfumes with similarly suggestive names, Charlie and Opium.

Meanwhile, the energy drink is also being launched in Australia and New Zealand, where it is generating still more publicity.