During this problem laden product launch, a hammer blow shock came to the new brand. A massive product recall was triggered when samples revealed excess levels of bromate were present in the water. A bromate is a known carcinogen, which could increase risk of cancer. The company had to withdraw close on 500,000 bottles of Dasani from market, when samples shown that traces of bromate, the carcinogen, was double the limit. The traces of bromate in the water, was generated as a result of the company adding calcium chloride, which contains bromide. This mineral is added to change taste of the water. Consumers prefer the taste of water with a combination of minerals and salts- ‘designer water. The bromide had oxidised into bromate. Long-term exposure to this chemical can increase the risk of cancer. The company immediately decided pull the product off the shelves, after it barely being on the shelves for a few weeks.The immediate voluntary recall of all Dasani products signalled the death knell of infamous brand in the UK. All of the Dasani were destroyed by Coca Cola. Within 24 hours, 85% of the recall was complete.