An energy drink endorsed by influential YouTube stars Logan Paul and KSI is receiving backlash from lawmakers and health experts due to its potentially harmful levels of caffeine. Senator Charles Schumer has called on the Food and Drug Administration (FDA) to investigate PRIME, the popular energy drink brand that has gained viral popularity among children. Schumer warns that the drink poses serious health risks to its young target audience.
PRIME, backed by two of YouTube’s most well-known personalities, caused a frenzy upon its launch last year, resulting in long queues at grocery stores and reports of schoolyard resale markets. Marketed as a sugar-free and vegan beverage, PRIME is one of many energy drinks with significantly high caffeine content. With 200 milligrams of caffeine per 12 ounces, equivalent to about half a dozen Coke cans or almost two Red Bulls, several schools in the UK and Australia have banned the drink due to concerns raised by pediatricians regarding potential heart problems, anxiety, and digestive issues in young children.
The FDA has confirmed that it is reviewing Senator Schumer’s request and will provide a direct response. A representative from the company stated that their energy drink, which carries a warning label stating it is “not recommended for children under 18,” contains a comparable amount of caffeine to its competitors. The representative also mentioned that PRIME offers a separate caffeine-free sports drink called PRIME Hydration. However, Senator Schumer notes in his letter to the FDA that the online marketing for both drinks is relatively similar, causing confusion among parents who believe they are purchasing a harmless juice for their children but end up giving them a “cauldron of caffeine.”
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