AUSTIN, TX — The Texas attorney general on Thursday launched an investigation into Celsius Energy Drink Company over allegations that its marketing practices may target teens and children, following the death of a 17-year-old Texas girl whose family blames a highly caffeinated energy drink.
Attorney General Ken Paxton announced the investigation after the family of Larissa Rodriguez, a cheerleader at Weslaco High School, filed a wrongful death lawsuit alleging that excessive caffeine consumption contributed to her death. The lawsuit claims Rodriguez died from an enlarged heart and a large amount of caffeine and alleges that Alani Nu energy drinks were dangerously formulated and inadequately labeled.
Celsius owns Alani Nutrition, LLC, the company behind Alani Nu energy drinks.
According to Paxton, Alani Nu products are marketed to young adults but feature colorful packaging, playful designs and branding that may appeal to younger consumers. He said those marketing practices raise questions about whether the company is intentionally targeting an at-risk population with a potentially harmful product.
Paxton also said Alani Nu labels typically disclose caffeine content but do not include additional warnings related to age restrictions or potential heart-health risks. He cited the allegations in Rodriguez’s lawsuit as an example of the potential consequences of inadequate warnings.
“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. He added that the investigation aims to determine whether consumers are being adequately informed about the risks associated with energy drink products.
The Office of the Attorney General said it is investigating whether Celsius and Alani Nu misled consumers about the safety of their products for teens and children in violation of the Texas Deceptive Trade Practices Act.
The lawsuit filed by Rodriguez’s family remains pending.
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