New York Democratic Senator Chuck Schumer is calling on the Food and Drug Administration (FDA) to launch an investigation into PRIME. PRIME energy drinks were created by longtime controversial digital creator Logan Paul and KSI. The YouTube creators largely teenaged following have grown to show an affinity for the beverages, which Schumer claims contain a potentially harmful amount of caffeine.
Schumer said in a statement, “One of the summer’s hottest status symbols for kids is not an outfit, or a toy—it’s a beverage. But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
PRIME was an immediate hit upon its 2022 release, with reports of schoolyard resales emerging. PRIME is among a growing list of new energy drink brands finding a consumer base among minors. Notably, Celsius has seen a similar spike in popularity.
Paul and KSI’s drink has zero sugar and is vegan. The drink contains 200 milligrams per 12 ounces, equivalent to about six Coke cans or roughly two Red Bulls, according to NBC. The high caffeine content prompted several elementary and middle schools to ban sales of the drink on school grounds in the U.K. and Australia.
Numerous children suffered from anxiety, heart and digestive issues. Amid the bans in these countries, PRIME company representatives continue to defend the product, as it is clearly labeled “not recommended for children under the age of 18.” The company additionally confirmed that the sports drink equivalent, PRIME hydration, which does not contain any caffeine.
Schumer argued that the marketing of the two drinks does not differentiate the difference enough. The senator claimed that many parents assumed they were purchasing the sports one and instead handing their children a “cauldron of caffeine.”
Social Media Reactions
Some appeared confused at the amount of caffeine in the drink, which is comparable to several other energy drinks on the market.
Isn't 200 mil like… Normal?
— silentry (Silent-Tree) (@SilentRy_) July 10, 2023
Others acknowledged that the amount of caffeine was not the true issue, as the problem lies in the young children consuming the product.
if you click the link and READ it tells you the issue is that they’re marketing it to children and there’s no labelling to suggest the product you’re purchasing has 2 red bulls in it… it seems to be more about their target market and packaging than the product itself.
— Em (@em_jaques) July 10, 2023
Elsewhere, Logan Paul announced his engagement yesterday, posting the full video to his social media accounts today.
— Logan Paul (@LoganPaul) July 10, 2023
Paul is yet to address the investigation.