Powerade Coca-ColaWe’ve talked a lot recently about the PR wars over food labeling, but what happens when labels already offer complete transparency and customers don’t like what they see?

Aveyca Price of Georgia recently noticed that her bottle of Powerade contained brominated vegetable oil, a synthetic chemical used to prevent separation in soft drinks that, if consumed in high amounts over a long period of time, can build up in the body and cause serious toxic effects. Oh, and it’s also a flame retardant.

Surprised and concerned that her sports drink contained a chemical so controversial it has been banned in over 100 countries, Price decided to take action.

Because an online petition that received over 200,000 signatures recently helped prompt Pepsico to phase out BVO from its Gatorade sports drinks (although it’s still present in Mountain Dew), Price created a similar petition on Change.org asking Coca-Cola, makers of Powerade, to do the same. Within its first month, Price’s campaign gained over fifty thousand supporters. “Fifty thousand people (signing) within a month is amazing. I’m surprised and I’m glad I have that many people backing me up,” she said.

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