US-based viral sensation PRIME energy drink has come under scrutiny as US Food and Drug Administration (FDA) has been asked to investigate over its potentially dangerous levels of caffeine.
According to latest reports, US Senate Majority Leader Chuck Schumer has called on regulators to investigate PRIME energy drink promoted by high-profile YouTubers KSI and Logan Paul, alleging that the drink is being targeted at children despite its high caffeine content.
PRIME Energy contains 200mg of caffeine per can, which is around twice the amount in rival energy drink Red Bull.
“One of the summer’s hottest status symbols for kids is not an outfit, or a toy — it’s a beverage. But buyers and parents beware because it’s a serious health concern for the kids it so feverishly targets,” Schumer said.
Each drink carries a warning stating that it is not recommended for children under the age of 18 though it is being claimed that Prime Energy is packaged and marketed “in near identical form” as a caffeine-free drink from the brand and there is not much visual distinction between Prime’s other drinks and its energy drinks.
Both come in brightly coloured packaging, with summery flavours like “Ice Pop” and “Tropical Punch.”
While Prime Hydration is a sports drink and does not contain caffeine nor sugar, Prime Energy contains 200mg of caffeine.
Since the brand’s launch in the UK in 2022, PRIME products have gained a cult-like following, causing the drinks to fly off shelves in the UK, selling for astronomical mark-up prices. The recommended retail price for a single bottle is £2 and a case of 12 online is listed at £24.99, stated reports.
Asda was the first major UK supermarket to stock Prime in October, with the likes of Sainsbury’s, Morrisons, Tesco and Aldi soon following. It was announced earlier this year that wholesaler Booker is set to roll out Prime Hydration to independent stores as the wholesaler has become the latest official distribution partner. Wakey Wines, an off-licence in Wakefield, reportedly went viral on TikTok for allegedly selling PRIME bottles for £100 each.
Meanwhile, a PRIME representative told the BBC that Prime Energy “contains a comparable amount of caffeine to other top selling energy drinks, all falling within the legal limit of the countries it’s sold in. It complied with all FDA guidelines before hitting the market.
“As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organisation regarding suggested industry changes they feel are necessary in order to protect consumers,” the spokesperson added.
