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The release of Prime, a drinks brand founded by YouTube personality and boxer Logan Paul, had British teenagers queuing for hours outside grocery stores on its December release date. Some supermarkets have even been forced to limit their purchases to one bottle per customer.
Now Prime is facing a backlash from doctors and lawmakers who say high levels of caffeine in one of its drinks may be harmful to children. At a press conference in New York on Sunday, Majority Leader Sen. Chuck Schumer called on the Food and Drug Administration to investigate the ultra-caffeinated variety of Prime, which he says has high levels of caffeine equivalent to approximately six 12-ounce cans. of Coca-Cola.
Prime offers two types of drinks: Prime Hydration, a sports drink that does not contain caffeine, and Prime Energy, a highly caffeinated drink. A 12-ounce Prime Energy contains 200 milligrams of caffeine, compared to the 114 milligrams of caffeine in a 12-ounce can of Red Bull or the 100 milligrams found in a cup of coffee. Pediatricians recommend that children under 12 avoid caffeine completely and those 12 to 18 consume no more than 100 milligrams per day.
Senator Schumer said Prime Energy contained “so much caffeine it puts Red Bull to shame”. He added that Prime differed from other heavily caffeinated energy drinks in that its ad campaign appeared to target those under 18.
Mr. Paul, a high profile provocateur known for his controversial videos, has long wondered about the example he sets for young people. He’s won two Teen Choice Awards, voted mostly by voters between the ages of 13 and 19, and when chased by his loyal fans, known as Logang, they’re often young. He launched Prime in 2022 with Olajide Olayinka Williams Olatunji, a 30-year-old rapper and another prominent YouTube personality known by his online handle, KSI.
In a letter to FDA chief Dr. Robert Califf on Monday, Senator Schumer urged the agency to investigate the beverage company.
“Many physicians have serious concerns for Prime, and I am writing to specifically urge your agency to investigate Prime for its claims, marketing, and caffeine content,” Senator Schumer wrote.
Prime said in a statement to The New York Times that each can of its energy drink “clearly indicates” that it was not designed for those under 18. The company added that the drink had caffeine levels comparable to other top-selling energy drinks. beverages and that Prime was in compliance with FDA guidelines.
The official reaction comes as major U.S. beverage companies vie for a share of the growing market for energy drinks. Over the past five years, sales in the energy drink industry have grown from $12 billion to $19 billion, according to Circana, a market research firm. Recently, companies like Pepsi and Gatorade have both invested in new lines of caffeinated drinks, and shares of Monster Energy, another caffeinated drink, have jumped 30% in the past year. Experts say the excitement was fueled in part by a decades-long pivot away from sugary sodas.
Senator Schumer said at Sunday’s press conference that the parents brought Prime to his attention. But the energy drink is part of a growing field of caffeinated drinks popular with young people on TikTok. These drinks include the Alani Nu brand, backed by social media influencer Addison Rae, and Celsius, which is backed by Pepsi.
Dr. Edith Bracho-Sanchez, a pediatrician at NewYork-Presbyterian Hospital who joined Senator Schumer at the press conference on Sunday, wrote in an email to The Times that regularly consuming as much caffeine as is found in Prime Energy can disrupt the sleep cycle, which is essential for a child’s brain development.
High caffeine intake can also make consumers jittery and cause digestive issues, headaches, heart palpitations and even abnormal heart rhythms, she added.
Mr. Paul rose to fame as a popular YouTube personality and has since ventured into other fields such as acting and boxing.
Representatives for Mr. Paul did not immediately respond to a request for comment.
A Prime representative said in a statement that it was “very important” to distinguish between the two drinks on the market, one of which – Prime Hydration – was also extremely popular with young consumers and did not contain any caffeine.
“We welcome discussions with the FDA” about the industry changes needed to protect consumers, a Prime representative added.
But Dr Bracho-Sanchez said the way the companies marketed the two drinks – with flashy packaging and a social media blitz pushed at young consumers – made it hard to tell them apart. The “energy” brand was also misleading, she added.
“It’s not real energy. It’s not a good night’s sleep followed by a nutritious meal, it’s a caffeine rush followed by a crash.”
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