(NBC News) – Teen-friendly promotion of the product is spreading on social media. Adding to the concerns is a caffeine pouch startup from a former Juul marketing executive.

The use of caffeine pouches among teens is still relatively rare. But some experts and educators have concerns that that could soon change. Teen-friendly marketing of these products is spreading on social media. And Richard Mumby, the marketing executive who helped launch the e-cigarette Juul, which was widely blamed for sparking a teen vaping epidemic, is back with a caffeine pouch startup called Wip.

Wip joins a growing market drafting off the popularity of nicotine pouches and trying to sell Americans on a new alternative to caffeinated beverages. (Read More)