An influencer-backed power drink that has earned viral recognition 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 research PRIME, a beverage model based by the YouTube stars Logan Paul and KSI that has develop into one thing of an obsession among the many influencers’ legions of younger followers.
“One of many summer season’s hottest standing symbols for teenagers just isn’t an outfit, or a toy—it’s a beverage,” stated Schumer, a Democrat from New York. “However purchaser and fogeys beware as a result of it’s a severe well being concern for the children it so feverishly targets.”
Backed by two of YouTube’s greatest identified stars, PRIME was an instantaneous sensation when it launched final yr, prompting lengthy strains in grocery shops and experiences of college yard resale markets.
Promoting itself as zero sugar and vegan, the neon-colored cans are amongst a rising variety of power drinks with elevated ranges of caffeine; in PRIME’s case, 200 milligrams per 12 ounces, equal to about half a dozen Coke cans or practically two Crimson Bulls.
That top content material prompted bans from some faculties in the UK and Australia the place some pediatricians warned of potential well being impacts on younger kids corresponding to coronary heart issues, anxiousness, and digestive points.
Firm representatives, in the meantime, have defended the product as clearly labeled “not advisable for kids below 18.” They promote a separate sports activities drink, often called 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, Schumer claimed there was little noticeable distinction within the on-line advertising of the 2 drinks – main many dad and mom to imagine 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 power drink.”