NEW YORK (AP) — An influencer-endorsed energy drink that has gained viral popularity among kids is facing scrutiny from lawmakers and health experts for its potentially dangerous levels of caffeine.
On Sunday, Senator Charles Schumer asked the Food and Drug Administration (FDA) to investigate PRIME, a beverage brand founded by YouTube stars Logan Paul and KSI that has become something of a obsession among the legions of young followers of influencers.
“One of the hottest status symbols of summer for kids isn’t an outfit or a toy, it’s a drink,” said Schumer, a New York Democrat. “But the buyer and parents should be careful because it’s a serious health concern for the children who are so fervently targeted.”
Backed by two of YouTube’s most well-known stars, PRIME was an immediate sensation when it launched last year, prompting long lines at grocery stores and reports of schoolyard resale markets.
Billing itself as zero sugar and vegan, the neon-colored cans are among a growing number of high-caffeine energy drinks; in the case of PRIME, 200 milligrams per 12 ounces, equivalent to half a dozen cans of Coca-Cola or nearly two Red Bulls.
That high content led to bans in some schools in the UK and Australia, where some pediatricians warned of possible health impacts on young children, such as heart problems, anxiety and digestive problems.
Meanwhile, company representatives have defended the product as clearly labeled “not recommended for children under 18.” They sell a separate sports drink, known as PRIME Hydration, which is caffeine free. PRIME representatives did not immediately return a request for comment.
But in his letter to the FDA, Schumer claimed there was little noticeable difference in the online marketing of the two drinks, leading many parents to believe they were buying a juice for their children, only to end up with a “cauldron of caffeine”.
“A simple social media search for Prime will generate a staggering amount of sponsored content, which is advertising,” he wrote. “This content and the claims made should be investigated, along with the ingredients and caffeine content in Prime Energy Drink.”
