Last updated at 10:58 15 February 2008

A shocking new energy powder designed and marketed to look like cocaine is set to cause a storm of controversy when it hits the shelves in Britain.

The white substance, which contains caffeine and other stimulants, is called I Love Blow and comes in a box complete with a mirror and fake credit card.

It is already on sale in ordinary grocery shops in the USA where angry parents have sending endless complaints to makers of the product and advertising watchdogs.

Now it is feared teens and even young children could start buying the fake drugs if the company finds an outlet in Britain.

A spokesman for I Love Blow revealed: "We have received a tremendous amount of inquiries from the UK and are actively speaking to potential distributors."

And the company added: "We are currently in the process of getting approved in the Netherlands which gives us approval into most of the European Union."

Advertising material on the company's website shows the products heavy reliance on drugs imagery, including pictures of white blocks and lines of chopped up powder I Love Blow, which can already be bought over the internet, is actually a white powder designed to be dissolved in water to make an energy drink but its marketing is completely based on cocaine use.

It has already received outrage among American drugs counselling services and widespread coverage in the US media.

One American substance abuse expert Mike Gimbel said: "It is the most unbelievable product I have ever seen.

"It is the worst I have ever seen in using drugs lingo and drug imagery to sell the product to teenagers and young adults."

"Blow" is a reference to the street name for class A drug cocaine but the powder actually contains 240 miligrammes of caffeine - more than four cups of strong coffee - and 2,000 miligrammes of the dietry supplement taurine, which is also contained in energy drinks such as Red Bull.

Former police drugs agent Ronald Brogan, who now works for the US drugs charity DARE, said: "One of the ingredients is inisotol, a vitamin type amino acid which looks almost identical to real cocaine because it has the same crystalline snowy appearance.

"It comes from the drugs culture and that's what it is appealing to."

But makers of I Love Blow defended the product by saying the marketing was specifically designed to appeal to the over 18's - even though it is freely available in grocery stores, tobacconists, off licences and trendy boutiques.

Imagery on the company's website in particular appeals to clubbing culture, showing scantily dressed girls, while describing the product as "pure, uncut, energy".

A spokesman said: "There is currently no US regulation preventing minors from purchasing Blow or any other energy drink so technically we can't prevent minors from purchasing Blow.

"Minors may be exposed to our marketing in much the same way they may exposed to advertisements for tobacco and or alcohol.

"But the bottom line is that our product is intended for adult consumption. Our distribution into night clubs and adult stores supports our position.

"We absolutely discourage anyone from snorting Blow. Our package has a clear warning to customers not to snort."

This has not prevented a flood of complaints and the company receives a barrage of angry emails every day, along with even death threats from some consumers.

The spokesman admitted: "The news has brought attention to the brand and helped sales. in many stores, we sell a case of Blow every single day.

"Unfortunately, it has provoked groups of people to pressure many retailers to quit selling Blow."

Blow comes in different sized packaging containing from two to several dozens phials of powder.

It costs £5 for a two pack sampler pack and £18 for 12 phials, which come in a box shaped to look like a block of cocaine.

The energy drink is described as being "powerfully effective" and has already sparked investigation by food and drink standards agencies in the US, although it is still on sale.