Retailers have been asked by trade body and regulator for UK alcohol labelling, the Portman Group, to stop placing orders for Sip N Drip’s Bubble Yum after 14 April this year.
This comes after the Independent Complaints Panel found the product had a “particular appeal to under-18s” and that the alcoholic nature of it was “not communicated with absolute clarity.”
A complaint raised concerns under Code Rule 3.2(h), which states that a drink, its packaging and promotional activity should not have a particular appeal to under-18s.
During the Panel’s consideration, it also raised Code Rule 3.1, which requires the alcoholic nature of a drink to be communicated on its packaging with absolute clarity.
It considered the imagery on the label - which included the Sip n Drip brand logo which featured brightly coloured lips, a bubble font with drip effect and a thick black outline - design elements that can be used in marketing to appeal to under-18s.
This, alongside the overall impression of the packaging led to the conclusion the product was in breach of Code Rule 3.2(h).
As Sip N Drip itself did not agree to make the required changes to bring the drink in line with the Code, a Retailer Alert Bulletin (RAB) has now been issued requesting retailers do not place further orders after 14 April 2026.
“This product has real potential to cause confusion as to its alcoholic nature…”
Chair of the Independent Complaints Panel, Rachel Childs, said: “This product has real potential to cause confusion as to its alcoholic nature. This, combined with its particular appeal to under-18s means it is essential this product is redesigned.”
Matt Lambert, chief executive of the Portman Group, said: “It’s especially disappointing that the producer has failed to reach a satisfactory agreement with us regarding amends to the product after sharing a redesigned label with the Panel.”
RABs are only issued by the Portman Group following an upheld complaint where the producer chooses not to comply with the decision. A RAB requests that retailers cease placing orders for the product three months after the publication date, in this case after the 14 April 2026.
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