Mr Asia's Yay-Yo is back on the Brew-Worx and Tobacconist's shelves this week after supplies ran out during the holiday period.
Store owner Brendon Cameron said although the powdered substance had the appearance of cocaine, that was where the similarities ended.
"All it is, is playing on that name, at the end of the day," Mr Cameron said.
"It is pure marketing and the novelty of the product has made people interested enough to purchase it."
The packet says the product may "cause increased energy levels and alertness" and that it was not for human consumption.
Mr Cameron said the labelling was to abide by food standards and his North Island distributor was "100% satisfied the contents are legal".
Mr Cameron said the product's ingredients were caffeine, guarana and a high concentrate of phenylalanine, also found in Coke Zero.
"It makes you more alert, clear-minded and opens up the senses."
The New Zealand National Poisons Centre information officer, Robin Slaughter, said he knew little of the product, but the listed ingredients were caffeine and an "amino acid blend".
"It's not very specific, but it is likely it contains DMAA," Mr Slaughter said.
DMAA (Dimethylamylamine) acts as a stimulant often found in recreational drugs such as party pills and is sometimes used by athletes to boost performance.
"These sorts of things can cause side effects," Mr Slaughter said.
He had not heard of the product being sold anywhere other than in Queenstown.
"Unfortunately, we don't come across these sorts of things before someone ends up in hospital."
He said there was a concern over the product because it had been taken off the shelf and was now back in store.
Mr Cameron said the product had been relatively popular and that pills had been going out of favour with his customers.
The store's products had been selling well in the past month and Mr Cameron said February was "peak season" for the industry.
He could not officially say Mr Asia's Yay-Yo was safe to use.
