An influencer-backed power drink that has earned viral recognition amongst youngsters is going through scrutiny from lawmakers and well being consultants over its doubtlessly harmful ranges of caffeine.
On Sunday, Sen. Charles Schumer referred to 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 into one thing of an obsession among the many influencers’ legions of younger followers.
“One of many summer time’s hottest standing symbols for youths will not be an outfit, or a toy—it’s a beverage,” mentioned 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 recognized stars, PRIME was a direct sensation when it launched final yr, prompting lengthy traces in grocery shops and stories 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 prime content material prompted bans from some colleges in the UK and Australia the place some pediatricians warned of attainable well being impacts on younger youngsters similar to coronary heart issues, nervousness, and digestive points.
Firm representatives, in the meantime, have defended the product as clearly labeled “not really helpful for kids beneath 18.” They promote a separate sports activities drink, often called PRIME Hydration, which accommodates 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 mother and father to consider they had been buying a juice for his or her youngsters, 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 ought to be investigated, together with the substances and the caffeine content material within the Prime power drink.”