Anti-drug campaigners attacked the makers of a high-energy soft drink who named their product cocaine. The drink is being billed as a "legal alternative" to the class A drug, using a massive hit of caffeine instead of cocaine.

The drink's inventor, Jamie Kirby, who claims the title is "a bit of fun" tells the Daily Mail, "It's an energy drink, and it's a fun name. As soon as people look at the can, they smile."

He claims Cocaine is "350 percent stronger than Red Bull" but that people do not experience the "sugar crash" or jitters that he says some of the other energy drinks can produce.

However, David Raynes, of the UK National Drug Prevention Alliance, said: "It is people exploiting drugs. It is a pretty cynical tactic exploiting illegal drugs for their own benefit."

Raynes tells the Daily Mail, "The fact is that subliminally, it is making the image of drug use cool and that's what kids what to be, cool. Kids will be drinking Cocaine and will inevitably link the two. The drink is relatively innocuous, but they will be linking it with cocaine use and the market, which is far from innocuous."

Las Vegas-based drinks company Redux Beverages is producing the drink which contains 280 milligrams of caffeine. According to the company's website, the only way to get more caffeine per ounce is with an espresso.

According to the report, the company has received inquiries about selling Cocaine in Britain and throughout Europe. At the moment it is being sold only in the Los Angeles and New York metropolitan areas.