It is recommended that the Food and Drug Administration should take enforcement action against Molson Coors for illegally misleading consumers through the Vizzy Hard Seltzer advertising campaign that highlights the beverage’s antioxidant and vitamin C content according to the Center for Science in the Public Interest and the Consumer Federation of America.
Two consumer groups argue that regardless of whether they are fortified alcoholic drinks are not the best to obtain nutrition. They believe that Molson Coors violates FDA regulations that ban misleading claims and strongly discourages food manufacturers from fortifying snack drinks, food items, or alcohol drinks with vitamins.
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In a letter addressed to Susan Mayne, director of FDA’s Center for Food Safety and Applied Nutrition, CSPI and CFA note they believe Molson Coors makes claims that Vizzy is manufactured “with the antioxidant vitamin C derived from acerola superfruit,” thereby implying that Vizzy is healthier than the hard seltzers without it. The claim is erroneous. In reality, all alcoholic drinks contain no calories and have been linked to serious health problems. If taken in large quantities, reduce the body’s capacity to absorb nutrients from food, as per the various groups.
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Vizzy Nutrition Facts
Vizzy’s 12-ounce bottles have 5 percent alcohol in volume and contain 100 calories. The advertisement highlights it is the case that Vizzy is considered to be the “first” dry seltzer that is made from vitamin C. Another advertisement differentiates it from rivals by saying, “Yeah, however, Vizzy has Vitamin C, an antioxidant.”
The cans are available in various flavors such as Blackberry Lime, Blueberry Pomegranate, Pineapple Mango, Strawberry Kiwi, and many more. The label of Vizzy says that each can has 18 milligrams of vitamin C, which is 20% of the Recommended Daily Intake of vitamin C because its primary ingredient is dried acerola cherries juice.
“You should get your vitamin intake through food first, then supplementing with a multivitamin or another vitamin is the last option when you truly require this,” said Eva Greenthal, CSPI senior science policy associate. “Alcoholic beverages are the final place to look for or hope to get vitamins. Vitamin C is present in the hard Seltzer brand. isn’t a reason to consume more alcohol than you normally would and it doesn’t mean that this type of hard seltzer is less harmful to your body than others.”
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“Alcohol consumption, and especially excessive consumption, can affect the body’s metabolism of nutrients and vitamins,” said Thomas Gremillion, CFA director of food policy. “Any advertisements that suggest that drinking alcohol is a great method of introducing nutrients into your body is false.”
FDA’s policy for fortification is laid out, at least in part, in a document of guidance to the food industry, which provides answers to commonly asked questions. For example, the document states: “Is it appropriate to include vitamins and minerals in alcohol drinks?
No. In our policy for fortification, we don’t consider it necessary to add minerals and vitamins to alcohol drinks.” CFA and CSPI are also calling on the FDA to adopt regulations, not just guidance that explicitly prohibits the use of claims about nutrient content on alcohol regardless of whether or not the nutrients are derived from fortification.
“Alcohol is not a healthy way to gain nutrients. If these claims aren’t explicitly prohibited, more companies might try to promote their alcohol drinks as healthy food sources, thereby misleading consumers about the drinks that aren’t nutritious,” CFA and CSPI said in their report.
