PRIME, an influencer-backed energy drink, touted as both zero sugar and vegan, has found itself at the center of controversy. American lawmakers and health experts are now scrutinizing the beverage due to its alarming levels of caffeine. Endorsed by YouTube stars Logan Paul and KSI, PRIME quickly became a sensation among children upon its debut last year. The drink’s popularity skyrocketed, causing extensive queues in grocery stores and even the emergence of schoolyard resale markets. However, the product’s safety and health implications have raised serious concerns among authorities.
The neon-colored cans are among a growing number of energy drinks with elevated levels of caffeine; in PRIME’s case, 200 milligrams per 12 ounces, equivalent to about half a dozen Coke cans or nearly two Red Bulls. Logan Paul and KSI, former boxing rivals with a combined YouTube following of over 40 million, have joined forces in a business venture, marketing a sports drink known as Prime.
The duo promotes the beverage, which offers various flavors, as beneficial for hydration. KSI acknowledged the founders’ exceptional marketing skills, utilizing their massive online presence to effectively spread the word about the product.
Due to its elevated caffeine content, certain schools in the United Kingdom and Australia have enforced bans. Concerns raised by pediatricians include potential health consequences for young children, including heart issues, anxiety, and digestive disorders.
On Sunday, Senator Charles Schumer issued a call to action, urging the Food and Drug Administration (FDA) to conduct a comprehensive investigation into PRIME, the beverage brand established by YouTube stars Logan Paul and KSI. This brand has swiftly gained a devoted following among legions of young fans and influential personalities, sparking concerns that need to be addressed.
“One of the summer’s hottest status symbols for kids is not an outfit, or a toy—it’s a beverage,” said Schumer, a Democrat from New York. “But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
In the meantime, representatives of the company have come forward to defend the product, emphasizing that it is explicitly marked as “not suitable for individuals under the age of 18.” Additionally, they offer a distinct sports beverage called PRIME Hydration that is entirely caffeine-free. Despite this, representatives from PRIME have not yet responded to a comment request.
However, in his communication to the FDA, Schumer asserted that the online promotion of both beverages displayed minimal discernible distinctions, causing numerous parents to mistakenly assume they were buying a juice suitable for their children, only to end up with a concoction containing an excessive amount of caffeine.
“A simple search on social media for Prime will generate an eye-popping amount of sponsored content, which is advertising,” he wrote. “This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink.”
