Sen. Chuck Schumer has reportedly urged the Food and Drug Administration to investigate PRIME, a beverage brand founded by the YouTube stars Logan Paul and KSI. The energy drink, which is popular among children, has been criticised by lawmakers and health experts.
“One of the summer’s hottest status symbols for kids is not an outfit, or a toy—it’s a beverage,” Chuck said, according to AP. “But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
PRIME went viral after being launched last year. Grocery stores saw long queues as buyers routinely purchased it. The brand advertises the drink as zero sugar and vegan, and is among the popular energy drinks with high levels of caffeine; PRIME has 200 milligrams per 12 ounces. This is equivalent to nearly a dozen Coke cans or nearly two Red Bulls. Some schools in the United Kingdom and Australia banned the drink as paediatricians warned it could have negative health impacts on children, such as heart problems, anxiety, and digestive issues.
KSI & Logan say onPRIME’s website, “We created PRIME to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function. We dropped our first product, PRIME Hydration in 2022 and since then, we’ve continued to work countless hours to expand in retailers, reach new markets and formulate new products we know you’ll love. We’ve been humbled by the process of creating a real brand & surpassing some of the biggest beverage companies in the world. As underdogs, we always cherish the opportunity to show the world what’s possible. Now that we’re both fighting for the same team, we truly believe the sky is the limit.”
Amid the controversy, company representatives have defended the product saying it is labelled“not recommended for children under 18.” The product named PRIME Hydration, which contains no caffeine, is separately sold, they said.
Chuck, however, has claimed in his letter to the FDA that there is hardly any difference in the online marketing of the two drinks. This apparently prompted several parents to assume they were buying a juice for their children, but they actually ended up purchasing 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.”
