Senate majority leader Chuck Schumer (D-N.Y.) has called on the U.S. Food and Drug Administration (FDA) to look into a popular energy drink which he says is posing health risks to children.
“PRIME Energy Drink has so much caffeine that it could endanger kids’ health. But it’s being marketed to kids! Parents and pediatricians are worried. The FDA must investigate PRIME for its absurd caffeine content and its marketing targeting kids on social media,” Schumer stated in a July 10 tweet. PRIME Energy is backed by two well-known influencers on YouTube—KSI and Logan Paul. Launched last year, the drink has been a smash hit among youngsters. However, the high content of caffeine has been a cause of concern.
Prime positions itself as a vegan, zero-sugar drink. It has 200 milligrams of caffeine per a single 12-ounce can. This is more than two 250 ml Red Bull and equivalent to eight 250 ml cans of Coca-Cola.
According to the American Academy of Child and Adolescent Psychiatry (AACAP), children under the age of 12 are advised against consuming drinks with caffeine. Kids between the ages of 12–18 are asked to limit daily caffeine intake to 100 milligrams at maximum.
As such, the elevated caffeine levels of Prime is being viewed as a potential risk to children. This has prompted some schools in Australia and the United Kingdom to impose a ban on the drink—with pediatricians warning that consuming the beverage could result in anxiety, heart issues, and digestive problems among children.
The company sells another drink called PRIME Hydration, which does not contain caffeine. In a letter to the FDA on Sunday, Senator Schumer pointed out that the online marketing does little to differentiate the two brands, leading parents to unknowingly buy the PRIME Energy drink, which he called a “cauldron of caffeine,” according to the Associated Press.
“A simple search on social media for Prime will generate an eye-popping amount of sponsored content, which is advertising … This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink,” the letter said.
On its website, the company says that the PRIME Energy drink “is not recommended for children under the age of 18, women who are pregnant or nursing, or individuals who are sensitive to caffeine.”
However, both KSI and Logan Paul have numerous fans among the younger population, thus making PRIME appeal to teens despite being labeled otherwise. The YouTubers collectively have more than 100 million followers.
Moreover, the YouTube influencers themselves have supported consumption of PRIME to kids, without clarifying which version of the drink they are promoting. In September 2022, when a school prohibited PRIME on campuses, KSI openly claimed that he will be sending PRIME to schools that ban the drink.
“A school had the AUDACITY to ban Prime, leaving their students dehydrated. To counter this blatant wrongdoing, we’ll be sending a truckload of Prime to this school and many other schools. Just retweet this tweet to represent your school to get some Prime,” KSI said in a Sept. 28 tweet.
Parents have raised concerns about the drink online. “We had an email warning from my child’s school about the dangers of a new craze called Prime Energy drink,” author Elizabeth Shane said in a Feb. 22 tweet.
“It’s stronger than Red Bull, promoted on social media. Another kid tried to sell it to my child. I’ve had no choice but to report this to school for the sake of them and others.”
The Epoch Times has reached out to Prime Hydration for comment.
According to the AACAP, thousands of people annually, including children, receive emergency treatment related to caffeine use. “Youth with certain health conditions such as heart problems, seizures, or migraines may be more at risk for caffeine-related problems than others,” it warned.
Caffeine use can induce adverse effects like headaches, insomnia, anxiety, hyperactivity, tremors, and dizziness among children. In addition to sodas and energy drinks, other sources of caffeine include coffee, tea, lip balms, chocolate, and supplements like weight loss products.
“Children view advertising for caffeinated products on many different platforms, and they are also watching how their parents and friends use caffeine. It is best for parents to educate their children about common sources of caffeine and how to read food and drink labels,” AACAP states.
The organization advised parents to carefully check the labels of the items they purchase to gauge the amount of caffeine present in them.
A September 2018 study published at the National Library of Medicine warned that the high consumption of energy drinks among the youth is concerning “due to the range of reported adverse reactions attributed to excessive caffeine consumption, ranging from mild sleep disturbances to death.”
“There is substantial evidence to suggest that the risk energy drinks pose to health are incredibly hazardous and should not be consumed by children and adolescents,” it said.