Many kids are gulping down so-called "energy drinks" that are loaded with caffeine far above the levels Health Canada considers safe for children.

Energy drinks are sold at corner stores and gas stations, and are often found on the same shelves as soft drinks, juices and sports drinks.

Some have names like Red Bull, aimed at adults, but others like Mountain Dew Energy are less obviously caffeinated.

The drinks, intended to provide mental and physical stimulation for a short period of time, can contain upwards of 160 milligrams of caffeine per can, about 60 mg more than a small cup of coffee.

Health Canada's recommendation for safe levels of caffeine consumption:

• 4 to 6 years: 45 mg/day
• 7 to 9 years: 62.5 mg/day
• 10 to12 years: 85 mg/day

Caffeine is a stimulant that is known to cause sleep disruption, and interferes with children's learning and development. Too much caffeine can cause the heart to race, and can make conditions like asthma more difficult to control.

"Caffeine is a stimulant but it also causes people not to be able to concentrate," Professor Massimo Marcone, a food scientist at the University of Guelph told CTV News.

Even small amounts of caffeine can be addictive – a fact that Marcone believes isn't lost on producers of the drinks.

He notes that some of the drinks come in cans that feature bright colours, pictures of monsters and other images that appeal to the youngest consumers. 

However, the industry says it doesn't market to children.

"The drinks are not intended for children," Calla Farn, director of public affairs for Refreshments Canada, told CTV News. She added that the labels clearly state the drinks are not recommended for children.

"We have data showing children are not label-readers," counters Marcone, "so (the companies) are giving information to people who aren't going to be using it."

Health Canada has authorized Red Bull, which contains 80 mg caffeine per can, for sale as a natural health product but the safety of other energy drinks has not yet been evaluated by the government.

Dr. Robin Marles, manager of the science and research division of the natural health products directorate at Health Canada, told CTV in a phone interview that the department is looking at how to more formally tackle the issue of energy drinks.

In the meantime, health officials are encouraging parents to educate their children to read labels on soft drinks.

With files from Avis Favaro and Elizabeth St. Philip