PRIME, an energy drink brand promoted by popular YouTube influencers Logan Paul and KSI, is now under scrutiny from lawmakers and health experts due to its potentially hazardous caffeine levels, particularly for children.
PRIME energy drink contains caffeine equal to six cans of Coke
As concerns grow over the drink’s viral popularity among young consumers, Senator Charles Schumer has called on the US Food and Drug Administration (FDA) to investigate the matter.
As reported by AP News, Senator Schumer, a Democrat from New York, expressed worry about the health risks associated with PRIME and its appeal to children.
He emphasised that the beverage has become a sought-after status symbol among young individuals, urging caution among parents and buyers due to its potentially serious health implications.
Launched last year, PRIME quickly gained attention and became a sensation, leading to long queues in grocery stores and even reports of resale markets within school grounds.
Marketed as a zero-sugar and vegan drink, the neon-coloured cans belong to a growing category of energy drinks with high caffeine content. PRIME contains 200 milligrams of caffeine per 12 ounces, equivalent to approximately half a dozen cans of Coca-Cola or nearly two cans of Red Bull.
Concerns over the elevated caffeine levels in PRIME have resulted in bans at some schools in the United Kingdom and Australia. Paediatricians have expressed apprehension about potential health impacts on young children, including heart problems, anxiety, and digestive issues.
Did you know PRIME is not recommended for children under 18?
While company representatives argue that PRIME is clearly labelled as “not recommended for children under 18,” critics argue that the online marketing for both PRIME and the company’s caffeine-free sports drink, PRIME Hydration, may not adequately differentiate between the two products.
This confusion has led parents to unknowingly purchase PRIME for their children, mistakenly believing it to be a harmless juice.
Senator Schumer, in his letter to the FDA, highlighted the extensive sponsored content and advertising surrounding PRIME on social media, which warrants investigation into the product’s claims, ingredients, and caffeine content.
As concerns mount, it remains to be seen whether the FDA will initiate an investigation into PRIME and its potential health risks.