Karen May, spokeswoman for Gatorade, told the Associated Press that the company did not produce the labels, nor would she reveal whether the bottles held actual Gatorade.
"Our primary concern is the safety of our consumers and the integrity of our products. We did not produce these labels so any consumers who finds these bottles is asked to return them immediately to the store manager," May told Slashfood. She said the company has received no reports of illness and believes it was an isolated event.
An e-mail address on the fake label belonged to Jason Kay of Longmont, Col., 9 News reported. He says was involved, but called the "Unfaithful" labels a friend's "pop art" project. Kay said his friend did not want to be contacted. "The artist wants to remain anonymous because there are similar future projects in the works."
Kay told 9 News he and his friend planted about 1,000 bottles in the Denver area. Some, numbered one to 100, were part of a "collectors edition." He would not say how much the stunt cost to pull off, nor would he say whether Gatorade knew his friend's identity.
The FDA's Office of Criminal Investigations is investigating whether the situation qualifies as a tampering or adulteration case, 9 News reported.
FDA spokeswoman Siobhan DeLancey told the AP the agency doesn't confirm or deny investigations, but the Huffington Post reported the agency considers it an "isolated incident."
Who would have thought we'd be looking to Colorado for the next wave of pop art? Slashfood wonders if this renegade artist could do to sports beverages what Andy Warhol did to a can of Campbell's soup.