BOCA RATON, Fla. (CBS12) — Florida Attorney General James Uthmeier has entered a dispute over a Texas investigation into the Boca Raton-based company Celsius Holdings Inc., telling officials in the Lone Star State to “Come and Take It.”
On X, Uthmeier praised Texas Attorney General Ken Paxton, writing: “AG Paxton is a fearless warrior for conservatives, but I have to say one thing.” Attached to the post was a photo of a Celsius can featuring the phrase, “Come and Take It.”
On Thursday, Paxton announced he was launching an investigation into Celsius Holdings Inc. over allegations that it marketed one of its products, Alani Nu, to teens and children.
In a news release, Paxton said Alani Nu is a 12-ounce energy drink containing 200 milligrams of caffeine, a level he said medical professionals consider dangerous for children. He also said the brand uses colorful packaging and marketing strategies that may appeal to children, raising questions about whether the company is marketing a potentially harmful product to an at-risk population.
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His office cited the National Institutes of Health, which advises against energy drink consumption by children and teens because of risks that include 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 lists only caffeine content and does not include additional age- or health-related warnings.
CBS12 reached out to the Boca Raton-based company, which 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).