Senator Charles Schumer is moving the Food and Drug Administration (FDA) to investigate PRIME, the beverage brand founded by Logan Paul and KSI.
PRIME has become immensely popular among the youth, and lawmakers and health experts are now questioning the beverage’s potentially hazardous levels of caffeine. Schumer said,
“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.”
While PRIME is advertised as having zero sugar and being vegan, the drink reportedly contains 200 milligrams of caffeine per 12 ounces, which is about the same as about half a dozen Coke cans or almost two Red Bulls.
PRIME has been banned in some schools in the United Kingdom and Australia due to the high caffeine content, and pediatricians are warning the public regarding the potential health impacts on young children, including heart problems, anxiety, and digestive issues.
Representatives of Paul and KSI’s beverage brand have defended the product by labeling it as “not recommended for children under 18.” Also, another sports drink sold by PRIME, PRIME Hydration, contains no caffeine.
In his letter to the FDA, Schumer argues that there’s no difference in the online marketing of PRIME and PRIME Hydration, leading parents to believe they were buying the drink for their children, which contains what’s described as a “cauldron of caffeine.”
Schumer continues in his letter,
“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.”
PRIME was heavily featured in Logan Paul’s match against Seth Rollins at WrestleMania 39. Paul’s business partner, KSI even came out dressed in a PRIME mascot bottle costume and got involved in the match.
Earlier this year, PRIME became the official sports drink of the UFC.
