Introduction to Caffeine Pouches
Caffeine pouches, small pillow-shaped pouches that contain high levels of caffeine, have started to gain popularity among teens. David Gomez, a school resource officer in Idaho, noticed students using these pouches alongside nicotine pouches like Zyn. The pouches can contain over 200 milligrams of caffeine and are often used as a disguise for nicotine pouch usage or as a complement to it.
Concerns Over Caffeine Pouches
The use of caffeine pouches among teens is still relatively rare, but experts and educators are concerned that this could soon change. Teen-friendly marketing of these products is spreading on social media, and Richard Mumby, the marketing executive who helped launch the e-cigarette Juul, is back with a caffeine pouch startup called Wip. Wip joins a growing market that is trying to sell Americans on a new alternative to caffeinated beverages.
How Caffeine Pouches Work
Caffeine pouches are pitched as a convenient, portable, and affordable alternative to caffeinated drinks. They are placed between the lip and gums to quickly deliver a hands-free hit of caffeine. The pouches typically last anywhere from 20 minutes to an hour, but their caffeine buzz can linger longer. Wip’s pouches come in flavors like mint, strawberry kiwi, and sour cherry, and each one contains either 100 or 200 milligrams of caffeine.
Health Effects of Caffeine Pouches
The health effects of caffeine pouches are not well-studied, but experts are concerned about the potency of some pouches on the market. Rob van Dam, a professor of exercise and nutrition sciences, voiced concerns about the potential for overdose, particularly for consumers who are not used to them. The American Academy of Pediatrics recommends that teens consume no more than 100 mg of caffeine per day, and some experts are concerned that caffeine pouches could lead to an increase in caffeine-related health problems among young people.
A Growing Market
Caffeine pouches are still a small market, but they are growing rapidly. Grinds, a brand that has been selling coffee pouches for 15 years, has seen a dramatic shift in the public’s awareness of and willingness to use mouth pouches. The company has a growing customer base, mostly made up of adults who want an alternative to nicotine products. However, the market is also giving rise to a "gray zone" of legal but ethically dubious promotion to young people.
Marketing and Promotion
Some social media posts explicitly promote caffeine pouches to students, and some TikTok creators who review and promote caffeine pouches appear to be teenagers themselves. Dr. Robert Jackler, a professor emeritus at Stanford Medicine, sees echoes of Juul in Wip’s marketing, which features athletes and fitness influencers in its posts. Such marketing prompted multiple lawsuits alleging Juul purposely targeted underage customers.
Health Concerns
Caffeine is often seen as a harmless stimulant, but it can cause side effects that range from relatively benign to more worrisome. At high levels of consumption, caffeine can cause heart palpitations, high blood pressure, and increased heart rate. For children and teenagers, the thresholds of safe caffeine consumption are lower, and the American Academy of Pediatrics recommends against pediatric caffeine usage. Research also suggests that children who consume more than 100 mg of caffeine during a school day are more likely to struggle with self-control and behavioral issues.
Regulation and Labeling
Caffeine pouches may not be tightly regulated, and labeling is another concern. Some energy pouches on the market do not clearly state how much caffeine they contain. The FDA has cracked down on the sale of "pure and highly concentrated" caffeine products, but caffeine pouches are regulated as either dietary supplements or conventional foods, depending on their composition and marketing.
Conclusion
Caffeine pouches are a growing market that is raising concerns among experts and educators. While they may be a convenient and portable alternative to caffeinated drinks, they can also lead to an increase in caffeine-related health problems among young people. It is essential to regulate and label these products clearly and to promote responsible marketing and consumption.
FAQs
Q: What are caffeine pouches?
A: Caffeine pouches are small, pillow-shaped pouches that contain high levels of caffeine. They are placed between the lip and gums to quickly deliver a hands-free hit of caffeine.
Q: How much caffeine do caffeine pouches contain?
A: Caffeine pouches can contain anywhere from 100 to 200 milligrams of caffeine per pouch.
Q: Are caffeine pouches safe for teens?
A: The American Academy of Pediatrics recommends that teens consume no more than 100 mg of caffeine per day. Caffeine pouches can contain more than this recommended amount, and their use among teens is a concern.
Q: Are caffeine pouches regulated?
A: Caffeine pouches are regulated as either dietary supplements or conventional foods, depending on their composition and marketing. However, labeling and regulation can be a concern, and some experts argue that these products should be more tightly regulated.
Q: Can caffeine pouches lead to health problems?
A: Yes, caffeine pouches can lead to health problems, particularly among young people. High levels of caffeine consumption can cause side effects that range from relatively benign to more worrisome, including heart palpitations, high blood pressure, and increased heart rate.
