Prime energy drinks, with the caffeine of six Coke cans, faces legal scrutiny
Prime, an influencer-backed energy drink that has earned viral popularity among children, is facing scrutiny from US lawmakers and health experts over its potentially dangerous levels of caffeine.
US Senator Charles Schumer has called on the US Food and Drug Administration to investigate the beverage brand founded by the YouTube stars Logan Paul and KSI that has become something of an obsession among the influencers’ legions of young followers.
“One of the summer’s hottest status symbols for kids is not an outfit, or a toy – it’s a beverage,” Schumer said. “But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
Backed by two of YouTube’s best known stars, Prime was an immediate sensation in the US when it launched last year, prompting long lines in grocery stores and reports of school yard resale markets.
The company has two drinks: Prime Hydration markets itself as a sports drink with zero added sugar or caffeine, but Prime Energy contains a massive amount of caffeine and is not recommended for customers under 18, according to the company’s website.
Prime Energy’s neon-coloured cans are among a growing number of energy drinks with elevated levels of caffeine; in Prime’s case, 200mg per 350ml, equivalent to about half a dozen Coke cans or nearly two Red Bulls.
That high content prompted bans from some schools in the UK and Australia where some paediatricians warned of possible health impacts on young children such as heart problems, anxiety, and digestive issues.
Peter Dazeley/Getty Images
A child holds a Prime Hydration drink. (File photo)
Prime Energy is banned in Aotearoa due to its high levels of caffeine, but it’s not impossible for kids to get their hands on the illicit beverage.
Company representatives defend the caffeinated product as clearly labelled “not recommended for children under 18”.
But in his letter to the FDA, Schumer claimed there was little noticeable difference in the online marketing of Prime Energy and Prime Hydration – leading many parents to believe they were purchasing a juice for their kids, only to wind up with a “cauldron 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.”
No Byline Policy
Editorial Guidelines
Corrections Policy
Source