Food additive not legal for use in European Union, Japan
By Monica Eng, Chicago Tribune reporter
January 26, 2013
Responding to consumer concerns, PepsiCo announced Friday that it will remove brominated vegetable oil, an emulsifier, from citrus-flavored Gatorade sold in the U.S.
Mississippi teenager Sarah Kavanagh launched an online petition in November that drew recent media attention, including a Tribune story Monday, but the company said earlier customer complaints had sparked the reformulation.
"While our products are safe, we are making this change because we know that some consumers have a negative perception of BVO in Gatorade, despite (it) being permitted for use in North American and Latin American countries," Gatorade spokeswoman Molly Carter said in a statement. "As part of this process, we began working on an alternative ingredient to BVO for the few Gatorade flavors that contain BVO, more than a year ago."