With brightly colored bottles, a range of sweet flavors and backing by popular YouTube stars Logan Paul and KSI, PRIME energy drinks are hugely popular among children and teens. They are vegan and low calorie and contain electrolytes − and more than six times the amount of caffeine as a Coke.
That last part is worrying lawmakers.
Sen. Charles Schumer, D-N.Y., called on the Food and Drug Administration on Sunday to investigate PRIME because of dangerously high caffeine levels. In a letter, Schumer alleges that unclear marketing targeting young people leads parents to purchase a “cauldron of caffeine” for their kids, The Associated Press reported.
“One of the summer’s hottest status symbols for kids is not an outfit, or a toy − it’s a beverage,” Schumer said. “But buyers and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
PRIME, an energy drink that was launched by the two influencers last year, says it aims to “refresh, replenish and refuel” customers with the signature bottled drinks, according to the company’s website. Representatives for PRIME did not immediately return a request for comment to USA TODAY.
What’s in PRIME? Here are the ingredients
PRIME self-advertises as having 300mg of electrolytes and zero sugar.
However, each 12 oz. PRIME bottle also has 200 milligrams of caffeine, equivalent to about half a dozen Coke cans or nearly two Red Bulls, AP reported.
That high content prompted bans from some schools in the United Kingdom and Australia where some pediatricians warned of possible health impacts on young children such as heart problems, anxiety and digestive issues.
The company claims it clearly advertises the drink as for consumers 18 years and older. The company also sells a drink called PRIME Hydration, which contains no caffeine.
Schumer claimed the marketing and branding of the two drinks are not distinguished enough, leading many parents to unknowingly buy the highly caffeinated drinks for their children.
“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.”
Why has the drink gone viral?
Backed by two of YouTube’s best-known stars, PRIME was an immediate sensation when it launched last year, prompting long lines in grocery stores and reports of school yard resale markets, AP reported.
TikTok videos show parents surprising their elated children with PRIME drinks.
PRIME’s website is completely sold out of all products, including the PRIME energy, hydration and hydration powder packs. It instead offers customers suggestions of stores where they can purchase PRIME in person.
PRIME bottles themselves have become status symbols, and fans list “clean/empty” bottles on eBay.
The marketing for the influencer-backed drink contributes to the status symbol: One TikTok from Paul suggests different outfits to go with the colorful bottles.
Contributing: Associated Press