The energy drink Prime, backed by YouTube stars Logan Paul and KSI, is facing scrutiny from lawmakers and health experts over its potentially dangerous levels of caffeine. The drink has become a viral sensation among children, with long lines at supermarkets and reports of school playground resale markets. However, Senator Charles Schumer, a Democrat from New York, has called on the US Food and Drug Administration to investigate the drink, citing its high caffeine content and lack of clear labeling.
Prime’s neon-colored cans contain 200 milligrams of caffeine per 12 ounces, equivalent to about half-a-dozen Coke cans or nearly two Red Bulls. This high content has prompted bans from some schools in the UK and Australia, where paediatricians have warned of possible health impacts on young children, including heart problems, anxiety, and digestive issues. Despite labeling the drink “not recommended for children under 18,” company representatives have defended the product, saying it is clearly labeled and marketed as being for older children and adults.
Logan Paul and KSI with Prime (Via Logan Paul/Twitter)
However, Senator Schumer claims there is little noticeable difference in the online marketing of Prime and its sugar-free alternative, Prime Hydration, which contains no caffeine at all. He notes that the sponsored content and claims made on social media can make it difficult for parents to distinguish between the two drinks, leading many to believe they are purchasing a juice for their kids instead of a highly caffeinated energy drink. He is calling on the FDA to investigate the ingredients and caffeine content in Prime, as well as the online marketing of the product.
