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-themed children\'s drink in a champagne-style bottle is to be discontinued after UK alcohol awareness campaigners expressed concerns that the product could encourage underage drinking among young children.
The non-alcoholic drink, currently on sale in UK discount store Home Bargains, is described on the retailer’s website as a “grown-up alternative to juice and pop at parties” aimed at “little princes and princesses across the land who want to be more sophisticated.”
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The Disney Frozen Non-Alcoholic Party Drink is a delicious sparkling white grape fruit drink which would be perfect at birthdays, family events, BBQs or after a long day building snowmen with Olaf. With a champagne style cork pop, your little one is sure to feel part of every celebration.
Alcohol awareness groups believe the product could normalise or even glamourise alcohol consumption, which could make children want to experiment with alcohol.
“Too often alcohol is sold as if it was a normal commodity and alcohol-like products are used to entice people into the world of alcohol,” Jackie Ballard, Chief Executive of Alcohol Concern told
"This is particularly worrying when products are aimed at children, who we believe should be entitled to an alcohol-free childhood, away from the marketing pressures faced daily by adults."
"The Chief Medical Officer recommends an alcohol-free childhood for good reason,” Dr Sarah Jarvis, medical adviser to alcohol education charity Drinkaware, said in a statement.
"Young people’s bodies are still developing and their brains may be more susceptible to the effects of alcohol than those of adults, even at levels within the government’s recommended upper limits for adults," Dr Jarvis continued.
A spokesperson for Disney said in a statement: “We have recently been made aware of the Vitpress Disney Frozen Non-Alcoholic Party Drink, a licensed product that originates in Poland."
"As we set very high standards for the quality of products bearing the Disney name and characters, we have informed the manufacturer that we will no longer license Disney images to a product that is packaged to look like alcohol."
The Disney spokesperson announced that the product will no longer be produced from April 2016 and that measures were being put in place to ensure that this does not happen again.
Home Bargains has defended its decision to stock the beverage, however, stating that the product is “clearly labelled as a non-alcoholic soft drink.”
: "We are committed to ensuring that our alcoholic products are not sold to underage drinkers. All staff members are trained to request ID from any customer attempting to buy alcohol that looks under the age of 21."
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