YOUTH PERKING UP TO CAFFEINE CULTURE

Question: Is caffeine bad for kids?

Answer: A recent article by Helen Cordes that appeared in The Nation and
the Pacific Sun describes a younger generation guzzling large quantities of
caffeine with little or no attention paid to studies indicating the
negative consequences of children's caffeine intake.

Ironically this is occurring at the same time baby boomers have decided
caffeine is something they should avoid.

How much caffeine are children consuming? The numbers are staggering.

The most conservative estimates in a 1994 survey by the Department of
Agriculture have children and teens guzzling more than 64 gallons of sod a
year, an amount that has tripled for teens since 1978, doubled for the 6-11
set and increased by a quarter for tots younger than 5.

In fast-food joints, convenience stores and restaurants (where many
children get up to 40 percent of their meals), it is common to see young
children and teens downing "blg gulp"-sized caffeinated sodas or lining up
for seconds and thirds at refillable soda stations.

These megadrinks can pack a wallop equal to three cups of strong coffee.
Remember that amount of caffeine is bombarding a body that may be only
one-half to two-thirds the size of an adult.

In school cafeterias, children are bypassing milk for cans of soda that
contain huge amounts of caffeine.

Indeed, the best-selling product at grocery stores is soda, which accounts
for almost $12 billion in sales each year. And four of the five most
popular soft drinks sold in the United States are caffeinated (No. 4,
Sprite, is the only exception).

With the proliferation of coffee shops, children and teens now have another
outlet for caffeine consumption. At their favorite hangout, many juvenile
customers scorn decaf in favor of sugary coffee drinks.

Remember that 12 ounces of a regular Starbucks coffee contains about 190
milligrams of caffeine, more than three times the amount in a similar-sized
can of Coke or Pepsi (35-60 milligrams of caffeine).

Major caffeine suppliers to children have been investing millions of
dollars into advertising and giveaway schemes. Dozens of school districts
have succumbed to the almighty dollar in agreeing to exclusive contracts
with specific cola manufactures as well as the right to put ads on gym
walls and school buses. Soda companies also plaster their ads and logos on
everything from free textbook covers to computer screen savers and mouse pads.

The marketing strategy behind the new high-caffeine products is ingeniously
suited for a generation facing family instability, a less secure job
future, and that's dogged by stress and powerlessness.

Marketers have created names that pulse with power, such as "Surge,"
"Zapped," "Full Speed" and "Outburst." "Josta," laced with both caffeine
and the pick-me-up herb guarana, hypes its "raw, primal power."

In effect, caffeine has become the perfect antidote for youths facing the
pressures of the '90s. It provides a boost of sociability, enhanced
performance and energy. Although this inevitably results in a subsequent
droop. This only reinforces the need to have more.

Virgil Willams and Ron Eisenberg are staff physicians at Highland General
Hospital in Oakland, California. Please send questions to them in care of
ANG, P.O. Box 10367, Pleasanton, CA 94588

Checked-by: Mike Gogulski