An influencer-backed vitality drink that has earned viral reputation amongst kids is going through scrutiny from lawmakers and well being specialists over its doubtlessly harmful ranges of caffeine.
On Sunday, Sen Charles Schumer known as on the Meals and Drug Administration to analyze PRIME, a beverage model based by the YouTube stars Logan Paul and KSI that has turn out to be one thing of an obsession among the many influencers’ legions of younger followers.
“One of many summer time’s hottest standing symbols for youths just isn’t an outfit, or a toy—it’s a beverage,” mentioned Schumer, a Democrat from New York. “However purchaser and oldsters beware as a result of it’s a severe well being concern for the youngsters it so feverishly targets.”
Backed by two of YouTube’s greatest identified stars, PRIME was a right away sensation when it launched final 12 months, prompting lengthy traces in grocery shops and stories of faculty yard resale markets.
Promoting itself as zero sugar and vegan, the neon-colored cans are amongst a rising variety of vitality drinks with elevated ranges of caffeine; in PRIME’s case, 200 milligrams per 12 ounces, equal to about half a dozen Coke cans or almost two Crimson Bulls.
That prime content material prompted bans from some faculties in the UK and Australia the place some pediatricians warned of attainable well being impacts on younger kids akin to coronary heart issues, nervousness, and digestive points.
Firm representatives, in the meantime, have defended the product as clearly labeled “not advisable for kids underneath 18.” They promote a separate sports activities drink, generally known as PRIME Hydration, which incorporates no caffeine in any respect. Representatives for PRIME didn’t instantly return a request for remark.
However in his letter to the FDA, Mr Schumer claimed there was little noticeable distinction within the on-line advertising and marketing of the 2 drinks – main many mother and father to consider they have been buying a juice for his or her children, solely to wind up with a “cauldron of caffeine.”
“A easy search on social media for Prime will generate an eye-popping quantity of sponsored content material, which is promoting,” he wrote. “This content material and the claims made needs to be investigated, together with the components and the caffeine content material within the Prime vitality drink.”