HOUSTON – Texas Attorney General Ken Paxton has opened an investigation into a prominent energy drink company over concerns that it may be marketing its products to children and teenagers despite containing high levels of caffeine.
Celsius Holdings, Inc., the parent company of Alani Nutrition, is at the center of the investigation.
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The case will focus on whether Celsius and its Alani Nu brand have misled consumers about the safety of their products for young people and whether the company’s marketing practices have violated the Texas Deceptive Trade Practices Act.
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Alani Nu energy drinks have gained popularity among young adults and are widely recognized for their colorful cans and strong social media presence. Critics argue the products do not provide sufficient warnings about potential health risks beyond listing caffeine content on the label.
Each 12-ounce can contains 200 milligrams of caffeine, an amount many medical professionals warn may be unsafe for children and adolescents. Health experts, including the National Institutes of Health, have long advised against energy drink consumption by minors.
The investigation comes amid growing scrutiny of highly caffeinated beverages following reports of adverse health effects among young consumers nationwide.
Paxton cited the death of a 17-year-old girl from Weslaco, Texas, whose family alleges excessive consumption of highly caffeinated beverages contributed to her death. The girl’s family has reportedly filed a lawsuit against Alani Nu’s distributors.
“Texas families deserve to know that the products marketed to their children are safe and not filled with dangerous levels of certain ingredients,” Paxton said in a statement announcing the investigation.
Studies have linked excessive caffeine intake in young people to increased heart rate, heart palpitations, elevated blood pressure, anxiety, and dehydration.
The Attorney General’s Office has not announced a timeline for the investigation or indicated whether any enforcement action will follow.
KPRC 2 has contacted Celsius Holdings, Inc. for comment regarding the investigation.