US politician calls for Prime drink investigation

The prominent Senator issued a 'public warning to parents' and called for the Food and Drug Administration to look into the drink that 'puts Red Bull to shame'

The huge popularity of Prime drinks among children has prompted one of the United States' most prominent politicians to call for an official investigation into its caffeine levels and marketing, as he issued a 'public warning to parents'.

US Senator calls for investigation into Prime

The US Senate Majority Leader Chuck Schumer has called on the Food and Drug Administration (FDA) to investigate Prime because of the amount of caffeine it contains and the way the marketing appeals to children.

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Prime, which caused queues and rationing at supermarkets when it was first introduced to the UK, was launched by English YouTuber, rapper and boxer KSI and American social media star and wrestler Logan Paul in 2022.

There are 2 different versions of Prime, which comes in brightly coloured bottles and flavours including Ice Pop, Strawberry Watermelon and Lemonade:

• Prime Energy – which contains high levels of caffeine
• Prime Hydration – a sports drink, which does not contain caffeine

'It’s a serious health concern for the kids it so feverishly targets'

On 9 July 2023 at a press conference in New York City, Schumer spoke about the marketing of the 2 drinks. He said he believed it was targeting younger consumers and could lead some parents to buy Prime Energy (the caffeinated version of the drink) for their children thinking it is Prime Hydration. Find out more about the difference between Prime Energy and Prime Hydration.

Prime Energy is only suitable for over 18s.

'One of the summer’s hottest status symbols for kids is not an outfit, or a toy — it’s a beverage,' said the Democratic senator from New York. 'But buyer and parents beware, because it’s a serious health concern for the kids it so feverishly targets.'

Schumer stressed that a 12oz serving of Prime Energy contains 200 milligrams of caffeine – equivalent to about 6 cans of Coke or nearly 2 Red Bulls.

Research has led to warnings about energy drinks and organ damage in children, among other side effects such as liver damage, changes in the nervous system and more. In the UK, energy drinks are defined as having more than 150mg of caffeine per litre, according to FoodRearch.org.uk.

At the press conference Schumer appeared with a mother, a 9-year-old, a 6-year-old and paediatrician Dr. Edith Bracho-Sanchez.

'Kids see it on their phones as they scroll, and then they actually have a need for it,' he said. 'And the problem here is that the product has so much caffeine in it that it puts Red Bull to shame,' he said, holding up a picture of Red Bull, whose side effects have raised concerns with health officials.

US Senator Chuck Schumer and Columbia pediatrician Dr. Edith Bracho-Sanchez at the press conference about Prime

Prime Energy is 'cauldron of caffeine'

Schumer said, 'Who is the main target of PRIME? It's kids under 18.'

Prime has pointed out that the energy drinks are clearly labelled 'not recommended for children under 18'. Pregnant woman, nursing women and people sensitive to caffeine should also avoid it.

However, in his letter to the FDA, Mr Schumer said there is little difference in the online marketing for each of the drinks and that it could lead parents to thinking they are buying a juice for their child, but they could actually end up with a 'cauldron of caffeine'.

Parents confusion in UK

Since Prime Energy, which Unlike Prime Hydration is carbonated and comes in cans, has become readily available in the UK, parents have taken to social media to alert others about the difference.

Writing in the Family Lowdown Tips and Ideas page on Facebook, one mum took a photograph of a picture of the drink, to tell others the cans are 'NOT the hydration' drinks.

Many thanked the mum for the info, saying they were completely unaware there were 2 types of the drink.

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