From wydot, apearantly its called "beet juice".
"Many motorists are concerned with the effect these mixtures will have on their vehicles. GeoMelt (beet juice) is biodegradable and washes off vehicles without damage, however, it is very sticky. Salt mixtures can, over extended periods of time, possibly damage your car’s clear coat finish and promote rust. However, regular maintenance and washing can prevent much of the corrosive effects.
“The effects of beet juice and salt mixtures are negligible if you provide regular maintenance and wash your car periodically,” said Thomas."
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