NEW YORK — An influencer-backed power drink that has earned viral reputation amongst kids is dealing with scrutiny from lawmakers and well being specialists over its doubtlessly harmful ranges of caffeine.
On Sunday, Sen. Charles Schumer known as on the Food and Drug Administration to analyze PRIME, a beverage model based by the YouTube stars Logan Paul and KSI that has grow to be one thing of an obsession among the many influencers’ legions of younger followers.
“One of the summer’s hottest status symbols for kids is not an outfit, or a toy-it’s a beverage,” mentioned Schumer, a Democrat from New York. “But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
Backed by two of YouTube’s greatest recognized stars, PRIME was an instantaneous sensation when it launched final yr, prompting lengthy strains in grocery shops and experiences of faculty yard resale markets.
Advertising 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 almost two Red Bulls.
That excessive content material prompted bans from some faculties within the United Kingdom and Australia the place some pediatricians warned of potential well being impacts on younger kids equivalent to coronary heart issues, nervousness, and digestive points.
Company representatives, in the meantime, have defended the product as clearly labeled “not recommended for children under 18.” They promote a separate sports drink, generally known as PRIME Hydration, which incorporates no caffeine in any respect. Representatives for PRIME didn’t instantly return a request for remark.
But in his letter to the FDA, 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 simple search on social media for Prime will generate an eye-popping amount of sponsored content, which is advertising,” he wrote. “This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink.”
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