Due to its potentially dangerous caffeine level, lawmakers and health professionals are looking into a kid-friendly energy drink created along with influencers.
Caffeine can be an excellent kick for many to start their days in the morning. However, for some, it can cause insomnia, accentuate anxiety, heighten heart rate, and cause nausea.
The stimulant is also not proven to be safe for children under the age of 12. The recommended daily limit for teenagers is 100 milligrams of caffeine, equal to around one cup of coffee or two cans of soda. Per the American Academy of Pediatrics, energy drinks, in general, are not deemed safe for children.
Senator Charles Ellis Schumer requested that the Food and Drug Administration (FDA) investigate the beverage firm, PRIME, on July 9.
The brand was founded by YouTube stars Logan Paul and KSI, and it has since become a cult favorite among the influencers' throngs of impressionable young admirers.
"One of the summer's hottest status symbols for kids is not an outfit, or a toy — it's a beverage — but buyer and parents beware because it's a serious health concern for the kids it so feverishly targets."- Schumer
When PRIME debuted in January 2022, it quickly gained popularity and was the subject of reports of schoolyard resale markets and lengthy lines at grocery shops.
The neon-colored cans, which advertise zero sugar and vegetarianism, are one of several energy drinks on the market with high caffeine content. In the case of PRIME, this amounts to 200mg per 12 ounces, almost equivalent to two Red Bulls and a cup of coffee, and exceeds the daily recommended amount for teenagers.
According to some doctors, this high content resulted in prohibitions from numerous schools in the United Kingdom and Australia due to potential health consequences on young children, including heart problems, anxiety, and stomach illnesses.
A company spokesperson said that the amount of caffeine in their energy drink is equivalent to that of their rivals even though it is "not recommended for children under 18," according to the label.
"As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they feel are necessary to protect consumers," says spokesperson Alyx Sealy.
Additionally, she states that the business offers a distinct sports beverage called PRIME Hydration with zero caffeine.
However, Schumer said in his letter to the FDA that there was little to no distinction between the two beverages' internet marketing, which led many parents to think they were buying juice for their children only to end up with a "cauldron of caffeine."
Schumer concludes: "A simple search on social media for PRIME will generate an eye-popping amount of sponsored content, which is advertising. This content and the claims made should be investigated, along with the ingredients and the caffeine content in the PRIME energy drink."
- Associated Press. The FDA is being asked to look into Logan Paul’s energy drink, which has the caffeine of 6 Coke cans.
- Mayo Clinic. Caffeine: How much is too much?
- Cleveland Clinic. Is Caffeine Bad for Kids?
- American Academy of Pediatrics. Sports Drinks and Energy Drinks for Children and Adolescents: Are They Appropriate?