The world is addicted to caffeine. Whether you like to admit it or not, you might be one of the millions of people who can’t go a single day without a caffeine “fix” – yes, it’s a drug, so the term “fix” is an appropriate one. Caffeine is so readily available in a variety of forms, from the coffee to energy drinks, even to mints and candy, it’s an easy way to get a boost of energy or perk you up from stupor.
Murray Carpenter reminds us in his book “Caffeinated: How Our Daily Habit Helps, Hurts, and Hooks Us” that caffeine is indeed a drug that is essentially unregulated. A new company certainly plans to exploit the lack of restrictions on caffeine. On May 28, co-founders Steve Kingsley, June Marshall and Andy Debreceni launched an Indiegogo campaign for their product CaffeinAll, “the world’s first non-bitter caffeine in a handy shaker bottle.”
The product is a free-flowing powder that you can sprinkle on anything: burgers, fries, salads, yogurt, ice cream -- you name it. One “shake” of the bottle gives you an average of 100 milligrams of caffeine. There’s no measuring device for each “shot” of caffeine, so can anyone else imagine the discrepancy between someone who gently taps the bottle versus someone who gives it a vigorous shake?
The company’s vision appears to be that you, the user (read: potential abuser), are in control of your caffeine habit, and you don’t have to worry about that pesky cup of coffee or spending hundreds of dollars on energy drinks. The Indiegogo campaign page mentions, “Talking about coffee - no more — but without worrying about carrying it, spilling it, or burning yourself, among other things.” (What responsible adult can’t be asked to drink a cup of coffee without spilling it or burning himself?)
Without measured shots, it’s easy to imagine the potential for abuse with a product like CaffeinAll. While the company suggests 3 “shots” a day at maximum, the freedom of the product also requires the responsibility and mindfulness of how much you consume.
While the CaffeinAll bottle does display warnings about using a maximum of 300 milligrams a day, and that the product is not recommended for minors, pregnant women, or people with heart conditions, perhaps people should be advised to proceed with caution, and enter into a self-inflicted caffeine addiction at their own risk.