A new trend is popping up on social media: caffeine pouches, which are being marketed in a way that appeals to teens. These small, discreet pouches—similar to nicotine pouches but packed with caffeine—are raising eyebrows, especially since a former Juul marketing exec is behind one of the startups pushing them. Critics worry this could be another case of youth-targeted marketing for a stimulant product, much like the vaping boom.

Editor’s Note: Remember the Juul craze and how quickly it spread among teens? This feels like déjà vu, but with caffeine. While caffeine itself isn’t new, the way it’s being packaged and promoted—especially to younger audiences—could lead to overuse or dependency. Given the track record of some involved, it’s worth keeping an eye on how this plays out before it becomes the next big health debate.