7-Elevens Won't Be Selling Cocaine

DALLAS (AP) - October 25, 2006 -- No Cocaine shall be sold at 7-Elevens, the convenience-store company is telling franchise owners.

The Cocaine in question is actually the name of a high-caffeine drink.

The company acted after getting complaints from parents of teens, who are a big part of the drink's target audience.

"Our merchandising team believes the product's name promotes an image which we didn't want to be associated with," said Margaret Chabris, a spokeswoman for 7-Eleven.

Cocaine comes in red cans, with the logo meant to resemble lines of white powder.

The drink, which contains more caffeine than a cup of coffee, is made by Redux Beverages of Las Vegas, which markets it as "The legal alternative."

This isn't the first time Cocaine has been yanked. Some stores in the New York area pulled the drink after local politicians complained. It's all part of the company's plan to stand out in the fast-growing energy drink market.

"We knew the name was going to be provocative," said Hannah Kirby, whose husband, James, created the drink.

Kirby said the company wasn't glorifying an illegal drug. "Kids understand the difference between a controlled substance and an energy drink," she said.

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