Senator Charles Schumer has called for an investigation by the Food and Drug Administration (FDA) into PRIME, a popular beverage brand founded by YouTube stars Logan Paul and KSI. Schumer is urging the FDA to issue a warning to parents about the drink and its high caffeine content. Despite the bottles clearly stating that the drink is “not recommended for children under 18,” PRIME has gained significant popularity among teenagers and pre-teens. This is concerning due to the fact that each 12-ounce can contains 200 milligrams of caffeine, equivalent to approximately six cans of coke or two Red Bulls.
During an interview on Sunday, Schumer raised concerns about the target audience of PRIME, stating, “It’s kids under 18.” He also criticized the company’s marketing strategy, which heavily relies on social media and advertisements to reach children. Schumer argues that children are constantly exposed to the brand’s promotions on their phones, creating a perceived need for the product. He further added, “And the problem here is that the product has so much caffeine in it that it puts Red Bull to shame.”
It is worth noting that PRIME also offers a caffeine-free alternative called PRIME Hydration, as stated on their website.
According to the FDA, excessive consumption of caffeine can lead to various negative effects such as insomnia, jitters, anxiousness, a fast heart rate, upset stomach, nausea, headache, and a feeling of unhappiness. While healthy adults can consume around 400 milligrams of caffeine per day without experiencing these effects, there is no established limit for children. The American Academy of Pediatrics advises against children under 12 consuming any amount of caffeine and recommends that children ages 12-18 should not exceed 100 milligrams per day.
PRIME has faced opposition from some schools in the United States, with certain institutions even banning the product. In response to one ban issued last year, KSI, one of the founders, stated on Twitter, “To counter this blatant wrongdoing, we’ll be sending a truckload of Prime to this school and many other schools.”
At the time of reporting, PRIME has not yet responded to CBS News’ request for comment on Senator Schumer’s remarks.
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