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Take a Breath of Fresh...Energy?

Sara Bellum
September 05, 2012

Sound too good to be true? Well, it is, and it may not be too good for you, either.

AeroShot is a dry caffeine “shot.” Each AeroShot has a powder blend of candy-flavored caffeine and B vitamins that you suck into your mouth and then swallow. Each canister has as much caffeine as a cup of coffee, but only takes six “inhales” to consume.

Questionable Marketing Claims

Breathable Foods started out marketing AeroShot as “breathable energy” in a “caffeine inhaler,” despite its being a powder. In response, the Food and Drug Administration (FDA) investigated AeroShot and issued a warning letter for false and mislabeled packaging, since it’s a powder that you swallow.

Although AeroShot has corrected its labeling, its false advertising only shows how important it is to know the facts about products before you consume them. AeroShot’s claims that its caffeine “shots” were breathable were simply untrue—and potentially dangerous.

Unknown Health Effects

The health effects of AeroShot are still unclear.

One worry is that AeroShot makes it too easy for users, especially youth, to over-do caffeine. Drinking a cup of coffee takes many sips over time, but “puffing” multiple AeroShots can give you an alarming amount of caffeine in a couple of minutes. Caffeine is a chemical stimulant that affects the brain and body—and too much can result in overdose.

FDA was also concerned that the original advertisements of AeroShot showed young people using the product with alcohol. Having already heard about Four LOKO and mixing energy drinks with alcohol, you know by now that it’s dangerous to mix caffeine (a stimulant) and alcohol (a depressant), because they confuse the body by sending opposite chemical signals to the brain. Caffeine can reduce people’s ability to feel how drunk they really are and therefore cause them to drink more than they normally would.

What do you think? How can AeroShot market itself in a way that does not encourage dangerous behavior?

Check out our post, The Buzz on Caffeine, for alternative ways to boost your energy.

Comments

Nice......advice......

Cool webpage thanks for uploading this. I shared it on facebook.

I didn't know this stuff existed! ...not going to try it. Thanks for letting me know! Using this site for Health class!

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