BOCA RATON, Fla. (CBS12) — The Texas attorney general is launching an investigation into Florida-based Celsius Holdings Inc. over allegations it marketed one of its products, Alani Nu, to teens and children.
On Thursday, Texas Attorney General Ken Paxton posted on X: “I launched an investigation into the Celsius energy drink company to protect Texas children from dangerous levels of caffeine.”
According to Paxton, Alani Nu is a 12-ounce, low-calorie energy drink that contains 200 milligrams of caffeine, a level he says medical professionals consider dangerous for children and adolescents.
Paxton said the brand uses colourful packaging, playful design elements and branding strategies that appeal to teens and children, raising questions about whether it is marketing a potentially harmful product to an at-risk population.
His office cited the National Institutes of Health, which advises against energy drink consumption by children and teens, noting risks including elevated heart rates, heart palpitations, high blood pressure, anxiety and dehydration. The attorney general’s office said that despite those risks, Alani Nu packaging typically only lists caffeine content and does not include additional age or health warnings.
The attorney general also referenced a lawsuit filed by the family of a 17-year-old from Weslaco, Texas, who died from an enlarged heart that her family alleges was linked to excessive caffeine consumption. Paxton said the lawsuit claims the product failed to provide adequate warnings about its caffeine content.
“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. “The tragic death of a 17-year-old Texas girl allegedly caused by consuming a highly caffeinated energy drink is a sobering reminder of what is at stake when companies prioritize profit over the safety and wellbeing of our children. I am looking into Celsius and Alani Nu to prevent more cases like this one and to ensure Texans are made aware of any risks that come with consuming certain energy drink products.”
In a statement to CBS12, Celsius Holdings Inc., which is headquartered in Boca Raton, said:
“We disagree with the allegations and characterizations in the Texas attorney general’s announcement and expect to cooperate with the attorney general’s office as it reviews the matter.Celsius and Alani Nu take product safety, responsible marketing and transparent consumer information seriously. Alani Nu energy drink labels disclose the total amount of caffeine in each can and include responsible-use guidance stating the product is not recommended for children, people sensitive to caffeine, pregnant women or women who are nursing. Consistent with that guidance, our company policy is not to market or sample energy drinks to anyone under 18 years of age.These practices reflect our commitment to responsible labeling and marketing and to providing consumers with clear information about our products.”
The Texas attorney general’s office said it will investigate whether Celsius and Alani misled consumers about the safety of their products for teens and children in potential violation of the Texas Deceptive Trade Practices Act (DTPA).