Vitamins, Sugar and Water.

Recently, The National Consumer League has come down hard on Vitamin Water (a Coca Cola Company product) over misleading advertising. The drink's ad campaign this past winter promoted it as a replacement for the flu shot and having the ability to reduce the risk of getting sick. The league wrote a letter of complaint, which was sent to the Federal Trade Commission (FTC) in February of 2011, stating “The Center for Disease Control and Prevention (CDC), and other public health agencies, have recommended that many Americans get a vaccination to protect them from contracting the flu. Advertising that discourages consumers from following that advice can create substantial consumer injury”.

Vitamin Water contains 33 grams of sugar (about 8 ¼ teaspoons) per 20-ounce bottle, exceeding the American Heart Association’s recommended daily intake of added sugar . In the United States the number-one source of added sugar in the diet is sweetened beverages such as soda, juice and sports drinks. Americans consume an estimated excess of 150-300 calories per day, with half of these calories coming from sugar containing beverages. 

Essentially, Vitamin Water is a junk food disguised as a dietary supplement drink. A 20-ounce bottle of Vitamin Water contains half the amount of sugar as a regular 20-ounce Coke. Someone who typically limits their sugar sweetened beverage intake may mistakenly drink more of the product than they would if they were aware of its sugar content. The “Nutrient Enhanced Water Beverage” may potentially be harmful to consumers’ health. Diets containing excess amounts of added sugar could likely lead to an increased risk of chronic diseases such as Type 2 diabetes, cardiovascular disease and certain cancers.

Between the FTC and the FDA, standards for what food companies can and cannot say, and under what circumstances, remain broad. Companies will continue to use health claims to effectively market products. It is evident that misinformation and exaggeration about the benefits of Vitamin Water could potentially harm public health in the long run. Promoting junk foods as healthful could send consumers the wrong message and direct them away from eating actual healthful foods like fruits, vegetables and whole grains.