Energy drink company PRIME, co-founded by YouTube stars Logan Paul and KSI, is facing scrutiny following the discovery that it contains an alarmingly high amount of caffeine, equivalent to six cans of Coke per serving.
The drink gained popularity among young children and influencer followers after its launch last year, with long queues forming at supermarkets and instances of reselling. However, the excessive caffeine content has raised concerns about potential health risks associated with its consumption.
US Senator Charles Schumer has called on the Food and Drug Administration (FDA) to investigate PRIME due to worries about its effects on children. The energy drink is also widely consumed in the UK, where it is sold for approximately £5 per bottle.
Senator Schumer, a Democrat representing New York, expressed concern over the serious health risks that PRIME may pose to children. The drink, marketed as zero-sugar and vegan, contains the same level of caffeine as six cans of Coke.
Due to its high caffeine content, PRIME has been banned in some UK schools and certain regions of Australia. Paediatricians have raised concerns about potential adverse health effects on children, including heart problems, anxiety, and digestive issues.
PRIME’s representatives argue that the product is clearly labelled as “not recommended for children under 18.” They also point out that they offer a separate sports drink called PRIME Hydration, which does not contain caffeine.
In a letter to the FDA, Senator Schumer highlighted the similarities in online marketing between the two PRIME beverages. He argued that this has led many parents to mistakenly purchase the energy drink, believing it to be juice for their children. Schumer referred to PRIME as a “cauldron of caffeine” and urged the FDA to investigate its online marketing, ingredients, and caffeine content.
The calls for stricter regulation and clearer labelling of energy drinks like PRIME aim to safeguard the well-being of young consumers. Authorities are considering measures to protect children from potential health risks associated with excessive caffeine consumption.
As the investigation unfolds, it is crucial to raise awareness about the potential dangers of energy drinks with high caffeine content, particularly when consumed by children and adolescents.
