“US Senate Majority Leader” Chuck Schumer has urged regulators to investigate an energy drink endorsed by popular YouTubers KSI and Logan Paul, claiming that the drink is being marketed towards children despite its high caffeine content. Schumer alleges that Prime Energy, which contains 200mg of caffeine per can (double the amount found in Red Bull), is being packaged and marketed in a manner similar to a caffeine-free drink from the same brand. As a result, some parents have unknowingly purchased the caffeinated version for their children.
Schumer called on the Food and Drug Administration (FDA) to investigate Prime Energy for its excessive caffeine content and its targeting of children on social media. He highlighted the need to ensure the safety of young consumers who may be attracted to the product due to the influence of KSI and Logan Paul, who collectively have around 48 million YouTube followers.
The “Prime Hydration Drink,” a caffeine-free version, was launched by Logan Paul and KSI in 2022 and gained significant popularity online. However, the caffeinated Prime Energy drink was introduced in January of this year. It is marketed as sugar-free and vegan, and each can carries a warning that it is not recommended for children under 18, caffeine-sensitive individuals, pregnant women, or breastfeeding women.
Some schools worldwide have raised concerns about Prime drinks or even implemented bans. Milton Primary School in Newport, Wales, issued a warning to parents about distinguishing between the caffeinated and non-caffeinated versions after a student fell ill outside of school hours. Similarly, Maryborough State High School in Queensland, Australia, enacted a ban on energy drinks.
Schumer’s call for an investigation reflects the growing concerns over the marketing and consumption of high-caffeine beverages among young individuals. The focus on regulating the industry and ensuring appropriate warnings and age restrictions aims to protect children and promote their well-being.