Lawmakers and health experts are raising concerns about an energy drink prime endorsed by influencers and gaining viral popularity among children. PRIME, a beverage brand founded by YouTube stars Logan Paul and KSI, is under scrutiny due to its potentially dangerous levels of caffeine. Senator Charles Schumer has called on the Food and Drug Administration (FDA) to investigate the drink, which has become a sought-after item among the young followers of these influencers.
PRIME, promoted as a zero-sugar and vegan beverage, gained immediate popularity upon its launch last year. Its neon-colored cans attracted long lines in grocery stores and even led to reports of schoolyard resale markets. However, the drink contains elevated levels of caffeine, with 200 milligrams per 12 ounces—equivalent to about half a dozen cans of Coke or nearly two Red Bulls.
The high caffeine content has prompted bans in some schools in the United Kingdom and Australia, where pediatricians have expressed concerns about potential health impacts on young children, including heart problems, anxiety, and digestive issues.
Representatives of the company have defended the product, stating that it is clearly labeled as “not recommended for children under 18.” They also sell a separate caffeine-free sports drink called PRIME Hydration. However, Schumer claims that there is little noticeable difference in the online marketing of the two drinks, leading many parents to mistakenly believe they are purchasing a juice for their children, only to find themselves with a beverage containing high levels of caffeine.
In his letter to the FDA, Schumer emphasized the need to investigate the online marketing, claims made, ingredients, and caffeine content of PRIME energy drink. He pointed out the abundance of sponsored content related to PRIME on social media platforms, which raises concerns about the advertising practices surrounding the product.
As the controversy surrounding PRIME energy drink unfolds, the call for an FDA investigation highlights the importance of ensuring the safety of products targeting children and adolescents. It also raises questions about the responsibility of influencers in promoting products that may have potential health risks, particularly when targeting a young and impressionable audience.
