Specialists are raising concerns about a newfound fad where teenagers are resorting to caffeine pouches that may possess dangerously high levels of caffeine.

On TikTok, influencers are endorsing small, caffeine-infused pouches that teens place between their upper gum and cheek, akin to Zyn nicotine pouches, which provide a consistent release of caffeine into the bloodstream over 30 minutes.

For less than $8, individuals, including those under 18, can purchase a container of 15 rectangular pouches resembling tea bags, each containing 200mg of caffeine, available in flavors like watermelon and strawberry lemonade.

The American Academy of Pediatrics suggests kids 12 to 18 consume no more than 100mg of caffeine, the equivalent of a cup of drip coffee and more than a standard 8.4-ounce Red Bull, which contains just 80mg of caffeine. 

But just one pouch can contain anywhere from 54mg to 225mg, depending on the brand, a far bigger jolt to a child’s brain and cardiovascular system.

Too much caffeine, especially in a young person whose brain is still developing, can contribute to problems with impulse control, emotional regulation, decision-making, and attention. 

Teens can also experience caffeine overdose, which can cause trouble breathing, irregular or rapid heartbeat, dizziness, muscle twitching, and convulsions. 

Dr Jamey Maniscalco, a neuroscientist practicing in Colorado and a concerned father, told DailyMail.com: ‘At minimum, we should treat these products with the same scrutiny we apply to other performance-enhancing or psychoactive substances.’

The caffeine in the pouches can bypass the digestive system by seeping directly through the gums, providing a much higher concentration of caffeine almost directly into the bloodstream.

Dr Hamilton Gaiani, a board-certified psychiatrist practicing in Connecticut, added: ‘Teenagers are still growing, and their brains are more susceptible to these effects. 

‘Excessive amounts of caffeine can also result in concentration problems, stress, and in some cases, panic attacks.’ 

The number of children ages 11 to 14 who had to visit the emergency room due to a caffeine overdose doubled between 2017 and 2023, according to a November 2024 study.

Although many influencers promoting caffeine pouches target teens in their videos, manufacturers claim to use marketing strategies that avoid school-age children. 

A spokesperson from Wip, a company that sells caffeine pouches, told DailyMail.com: ‘Wip’s commercial success is rooted in a deliberate focus on our target customers — adults seeking a convenient energy source tailored to their daily needs. From long-haul truck drivers to outdoor sports enthusiasts, Wip is successfully defining a new product category for adults. 

‘While caffeine can be safely consumed by certain age groups under 18, Wip has adopted an exceptionally proactive marketing approach that exceeds official health authority guidelines and prohibits intentionally targeting minors or using underage talent in any brand representation. This is not just the right thing to do — it’s also good business, as Wip is becoming a clear choice for adults seeking bold, focused energy.’

Records of Wip’s marketing strategies reviewed by DailyMail.com report that Wip does not have any followers on its TikTok channel who are under 18, while more than 98 percent of the company’s Instagram followers are legal adults. 

There are no age restrictions on buying any tins of caffeine pouches. Even people under 18 can enter a credit card into a TikTok shop or go to a gas station and buy several tins.

Fans of the pouches can buy them through TikTok, where influencers often angle their pitches toward young people, even teenagers

Wip maintains that it follows the age-related marketing standards set by the trade group American Beverage Association, which compels companies within the group not to provide energy drink samples or coupons to children under 13 and not to sell them in K-12 schools. 

Caffeine pouches are advertised as being able to boost energy, especially for workouts and athletic events, as well as focus and mental clarity.  

And fans consistently tout their buzzy benefits.

Some TikTok influencers not affiliated with the companies call out high school students directly who vape or use nicotine pouches, promising that ‘you still get that kick in, that little buzzing feeling in your lip… You just pop one of these before class, and you’re gonna be chilling.’

Some companies offer perks to new buyers, which can lead to them becoming hooked. 

NZE commented on several posts on Instagram tagging to their products, inviting people to join their VIP club or promising free samples.

NZE has not responded to DailyMail.com’s request for comment. 

The caffeine pouches sit tucked between the gum and the cheek, providing a steady dose of caffeine and bypassing the digestive system. 

Certain brands of caffeine pouches, which are marketed to adults, contain as much as 200mg of caffeine each, twice the amount recommended to teens by the American Academy of Pediatrics

Dr Gaiani said: ‘How the body can take in caffeine can be important. Absorption via the gums could potentially have it enter the bloodstream earlier than the ingestion of coffee would.’

‘This would cause a faster and more potent effect, something the body would be less able to cope with, particularly in large doses.’ 

The packaging of popular brands looks nearly identical to the popular nicotine brand Zyn, and has flavors reminiscent of now-banned flavored vape pods. 

The growing market for the caffeine pouches industry has ties to the e-cigarette industry. Richard Mumby, the marketing executive who helped launch the e-cigarette Juul, spearheaded Wip. 

The company, though, maintains that its marketing of Wip products is strictly aimed at adults and that its strategies are unlike Juul’s.  

Will Campbell, Vice President of Sales of Wip, said in a statement in June: ‘We’re skipping traditional media in favor of a digital-first approach, an open ambassador program, and hands-on trial to drive organic growth.

‘You’ll find us in the specialty retailers—from leading action sports shops and top-tier gyms to elite creator hubs and influential lifestyle retailers—and in convenience stores, where nearly half of energy drink consumers make their purchases.’

Caffeine has some documented health benefits, from reduced fatigue to improved cognitive and muscle function. 

Some caffeine pouch manufacturers, like NZE, offer perks to customers including free sample packs or a welcome gift into a VIP club

Coffee specifically has proven beneficial to the liver, can lower blood pressure, reduce heart disease risk, and stave off type 2 diabetes.

Such benefits come from moderate amounts of caffeine, not the larger doses that some teens are packing.

Scientists understand far less about caffeine’s effects on teens’ brains than they do adults’. 

They do know that the effects are dose-dependent, meaning the adverse signs of caffeine use on a teen’s developing brain and body increase in number and severity the more the person drinks.

Based on a collection of homeroom teachers’ reports on student behavior, and questionnaires completed by those students, sociologists at the West Virginia University School of Public Health found that middle-school students who drank at least 100mg of caffeine per day from coffee, energy drinks, and tea scored three points higher on teacher evaluations for problem behavior.

They were more likely to have trouble sitting still, be restless or hyperactive, struggle to pay attention, and show signs of anxiety or depression.

Overstimulating a teen brain with caffeine could potentially set them up for problems with impulse control, emotional regulation, decision-making, and attention. 

The pouches are placed against the gum just as a nicotine pouch would, which may normalize the behavior in teens, Dr Maniscalco said. 

Dr Gaiani added: ‘Exposure to potent stimulants like large amounts of caffeine during adolescent years can increase the chances that a person will try other drugs as an adult. 

‘It doesn’t mean that it will happen to everyone, but when teenagers get used to taking something to make them energized, to focus, or just to relax, they will be more likely to try other drugs like nicotine or other drugs as an adult.’