In 1903, Coca-Cola removed a controversial ingredient in its recipe: cocaine.
They've since gone on to great success without the intoxicating ingredient.
Today, alcoholic energy drink Four Loco announced it is losing three of its controversial ingrendients: caffeine, guarana and taurine.
Critics and health experts say the caffeine masks the effects of the alcohol, which can lead to over-consumption.
Facing public pressure and a likely regulatory ban, after the drinks have been linked to several death and hospitalizations of young people in the U.S., the maker of Four Loko Phusion Projects announced that it would reformulate its energy drinks to remove caffeine, guarana and taurine.
"We are taking this step after trying -- unsuccessfully -- to navigate a difficult and politically charged regulatory environment at both the state and federal levels," the Chicago-based company said in a statement.
"We have repeatedly contended -- and still believe, as do many people throughout the country -- that the combination of alcohol and caffeine is safe. If it were unsafe, popular drinks like rum and colas or Irish coffees that have been consumed safely and responsibly for years would face the same scrutiny that our products have recently faced," the company said.