The Controversial Ingredient: What is BVO?
Brominated vegetable oil, or BVO, is a chemical additive in which the element bromine is bonded to vegetable oil. For decades, it was used as a stabilizer in fruit-flavored beverages to prevent citrus flavoring from separating and floating to the top during shipping and storage. This kept the drinks looking uniform and visually appealing. BVO had been used by the soft drink industry since as early as 1931. However, its history was marked by regulatory uncertainty.
In the U.S., the FDA initially listed BVO as "Generally Recognized As Safe" (GRAS) in the late 1950s. This status changed in 1970 after toxicology studies raised concerns about the ingredient's potential health effects. At that point, the FDA removed BVO from the GRAS list and regulated it as a temporary food additive, pending further study. Its use was restricted to fruit-flavored beverages at concentrations no greater than 15 parts per million. Despite the decades-long "interim" status, BVO remained in some U.S. drinks for years while other countries, including the UK, India, the EU, and Japan, banned it outright.
Coca-Cola's 2014 Announcement and Timeline
Following an online petition campaign and increasing public scrutiny, Coca-Cola made its move to drop BVO. On May 5, 2014, the company officially announced it would be removing the ingredient from its entire product portfolio worldwide. At the time, BVO was still present in some U.S. products, including Powerade, some flavors of Fanta and Fresca, and several citrus-flavored fountain drinks. The company stated its intention was to achieve a global standard for its ingredients.
The phase-out process was given a specific timeline. Coca-Cola aimed to have the BVO removed from all its affected U.S. beverages by the end of 2014. This demonstrated a relatively swift response to consumer demand, especially when compared to the decades-long regulatory delays surrounding the ingredient. The company's announcement preceded any nationwide U.S. ban on BVO, which wouldn't arrive for another decade.
The Impact of Consumer Activism
A key driver behind Coca-Cola's decision was consumer activism. A Mississippi teenager, Sarah Kavanagh, launched a petition on Change.org in 2012 calling for PepsiCo to remove BVO from its Gatorade sports drink. After gaining significant traction, a subsequent petition targeted Coca-Cola's Powerade. The online campaign highlighted the ingredient's controversial status and attracted widespread public attention. The pressure from these petitions and the ensuing social media conversation played a significant role in motivating the beverage giants to act.
Replacement Ingredients and Market Shift
When Coca-Cola removed BVO, it had to find alternatives that could perform the same function of keeping flavorings evenly distributed. The company opted for two substitutes:
- Sucrose Acetate Isobutyrate (SAIB): An emulsifier that has been used in beverages for more than 14 years.
- Glycerol Ester of Rosin: An ingredient commonly found in chewing gum.
The removal of BVO by major companies like Coca-Cola and PepsiCo effectively led to the ingredient disappearing from most popular soft drinks long before any official U.S. government ban was in place. This shift illustrates a trend where market forces, driven by consumer sentiment, can sometimes outpace formal regulatory action. It allowed the companies to project a more consumer-conscious image and harmonize their product formulas across international markets where BVO was already banned.
A Comparative Look at BVO Regulation and Corporate Response
| Aspect | Coca-Cola's 2014 Removal | U.S. FDA's 2024 Ban |
|---|---|---|
| Initiation | Driven by consumer pressure and corporate strategy. | Driven by new scientific studies and regulatory reassessment. |
| Scope | Global removal from all Coca-Cola products. | Nationwide prohibition on the use of BVO in all foods. |
| Timing | Announced May 2014, phased out by end of 2014 in the U.S.. | Final rule announced July 2024, effective August 2024, with a one-year compliance period. |
| Legal Status | A voluntary corporate decision, predating any U.S. government-mandated ban. | A formal regulatory action, making the use of BVO illegal in U.S. food. |
| Alternative | Replaced with SAIB and Glycerol Ester of Rosin. | Companies must use other approved emulsifiers. |
The Final FDA Ruling and Lasting Impact
Despite Coke's proactive removal, the long-standing regulatory uncertainty around BVO eventually came to an end. In July 2024, the U.S. Food and Drug Administration (FDA) issued a final rule revoking its regulation that had allowed the use of BVO. This action was based on new scientific studies conducted in collaboration with the National Institutes of Health, which concluded that BVO is no longer considered safe. The final rule took effect in August 2024, giving any remaining companies using BVO one year to comply. This official ban cemented the ingredient's removal from the U.S. food supply, though most major beverage companies, including Coca-Cola, had already acted years prior.
Conclusion: Consumer Influence in Action
To summarize, Coca-Cola removed BVO from its products in 2014, a decision largely driven by consumer activism and a desire for global product consistency. This was a significant moment in the food and beverage industry, demonstrating the power of public opinion in influencing corporate policy. While the FDA's official ban on BVO didn't come until a decade later in 2024, Coca-Cola's action, and that of other major brands, effectively removed the additive from most of the market much earlier. The company replaced BVO with established and approved alternatives, ensuring product stability without the health concerns associated with the older ingredient. The history of BVO and its eventual removal from soft drinks serves as a prime example of how scientific understanding and public pressure can change food production standards over time.
Learn more about the FDA's decision to ban BVO
