Fans of Cracker Jacks will soon find something other than temporary tattoos, cheap trinkets and miniature games hidden in their sweet and salty treat bags: a jolt of caffeine.
Not thrilled with the idea of your little tikes loading up on “jacked up” cracker jacks and bouncing off the walls? Fear not! PepsiCo (parent company of Cracker Jack makers Frito-Lay) assures us that it will only market the soon-to-be-released Cracker Jack’d Power Bites to adults. Not buying it? Neither is the Center for Science in the Public Interest (CSPI), which charges that the planned snack violates federal food regulations.
In a letter to the Food and Drug Administration, CSPI argued that “Caffeine is generally recognized as safe only in cola-type beverages and only at concentrations of 0.02% or less (about 72 mg per 12 oz.).”
When asked about these allegations, a Frito-Lay spokesman told Ad Age that Power Bites will include “two flavors that will contain coffee, a natural source of caffeine, as an ingredient…We stand by the safety of all products in the Cracker Jack’d line, including those that contain coffee. It is worth pointing out the regulation referenced in CSPI’s letter to FDA speaks to caffeine–not coffee–and is not an exhaustive list of the safe uses of caffeine in foods and beverages.”
The FDA wasn’t the only organization to receive a strongly-worded note from CSPI.