Canada Removes Prime Drink From Store Shelves

A caffeinated energy drink, promoted by American social media influencers, is facing a recall in Canada. Health Canada announced on Wednesday that Prime Energy, with 200 milligrams of caffeine per 12-ounce can, exceeds the acceptable caffeine limit of 180 milligrams per serving set by regulators and should not be sold. Health Canada is aware that some shops may be selling Prime Energy, a different product from the widely available Prime Hydration drink, without proper approval, as reported by the AP. The Canadian Food Inspection Agency regulates caffeinated energy drinks as supplemented food products.

Health Canada recommends a maximum caffeine intake of 2.5 milligrams per kilogram of body weight for individuals up to 18 years old. In comparison, a can of Coke contains only 34 milligrams of caffeine, six times less than the amount found in a serving of Prime Energy. US Sen. Charles Schumer called on the Food and Drug Administration (FDA) to investigate the brand on Sunday. In response, the FDA stated on Monday that it is reviewing Schumer’s letter and will directly respond to the senator. A company representative argued that their energy drink, which carries a warning label stating it is “not recommended for children under 18,” contains a similar level of caffeine to its competitors.

According to the CBC, coffee can have more caffeine than energy drinks, but it is not subjected to the same strict regulations. Authorities are particularly concerned about how products like Prime Energy are marketed. Timothy Caulfield, an expert in health law and policy at the University of Alberta, explains that these drinks are often marketed as fun, trendy, and healthy, promising improved performance, when in reality, all they are is water with caffeine added. (Read more energy drink stories.)