I’ve been adamantly aganst the cocept of “Diet Coke Plus” since it was first announced. It just seems wrong. And apparently the FDA agrees. Last month, they sent a letter to Coca-Cola outlining how Diet Coke Plus is in violation of labeling laws. Apparently usage of the term “Plus” has been standardized as a comparative term and may only be used for certain fortified foods and beverages. And since Coca-Cola didn’t specify a reference product that this one is “Plus” verison of, it’s pretty much in violation.
The FDA decided to add another zinger in their letter:
Your product Diet Coke Plus is a carbonated beverage. The policy on fortification in 21 CFR 104.20(a) states that the FDA does not consider it appropriate to fortify snack foods such as carbonated beverages.
So basically, Diet Coke Plus was a bad idea on multiple levels. I’m curious to see what ends up happening with this one. Maybe it will be relabeled as Diet Coke sort-of-plus.