Lawmakers and health experts are raising concerns about PRIME, an energy drink backed by popular YouTubers Logan Paul and KSI, due to its potentially dangerous caffeine levels. Senator Charles Schumer has called on the FDA to investigate the beverage brand, which has gained viral popularity among children.
Schumer highlighted the alarming trend of children obsessing over PRIME, stating that it has become a status symbol among young consumers. However, he emphasized the serious health risks associated with the drink’s targeted marketing towards children.
PRIME, known for its zero sugar and vegan formula, quickly gained popularity upon its launch last year, resulting in long queues at grocery stores and reports of schoolyard reselling. The neon-colored cans contain 200 milligrams of caffeine per 12 ounces, equivalent to about six cans of Coke or almost two Red Bulls.
Due to its high caffeine content, PRIME has been banned in some schools in the United Kingdom and Australia. Pediatricians have raised concerns about potential health issues such as heart problems, anxiety, and digestive disorders in young children.
While company representatives have labeled the product as not suitable for children under 18, Schumer argued that there is minimal distinction in the online marketing between PRIME and their caffeine-free sports drink, PRIME Hydration. This has misled many parents into purchasing the product, believing it to be a juice for their kids, only to discover its high caffeine content.
Schumer’s letter to the FDA called for an investigation into the online marketing, product claims, ingredients, and caffeine content of PRIME. The senator emphasized the need to address the sponsored content and claims made on social media platforms related to the energy drink.