Prime time for investigation? US Senator urges FDA action

Chuck Schumer, Majority Leader for the United States Senate, has urged the US Food and Drug Administration (FDA) to investigate the “absurd caffeine content” in Prime energy drinks, reports claim.

Prime Hydration is a beverage company founded by YouTube stars Logan Paul and KSI. Over the course of 2023 alone, the company has racked up $42.5 million according to CNN. In fact, the popularity of the drinks seems to have taken to world by storm, with some retailers selling out of the beverage range and consumers reselling cans of the sports drink for high prices online.

Speaking to reporters in New York, Schumer expressed his concern about the caffeine levels some of the popular beverages, particularly as he believes Prime is “being targeted at children”, according reports from the BBC.

CNN has stated that in each 12 oz can of prime there is 200 milligrams of caffeine, meaning the caffeine dose is considerably higher than that in a can of Red Bull (which stands between 75-80mg, according to Healthline).

Responding to concerns, Prime Hydration told CNN “It’s products comply with all FDA guidelines and contain legal amounts of the substance”.

However, The British Soft Drinks Association has outlined the recommended caffeine intake quantities for consumers and has stated that daily caffeine intakes of up to 3mg for kilogram of body weight for children and adolescents (aged between 3 and 18) and up to 400mg for adults are advised.

When asked for the BSDA’s stance, Gavin Partington, Director General of the BSDA, said: “Prime isn’t a member of our association. We can’t speak for or about them. BSDA members do not market or promote energy drinks to under-16s, nor do they sample products with this age group.

“In addition, energy drinks carry an advisory note stating ‘not recommended for children’. The BSDA Code of Practice on energy drinks was introduced by and for our members in 2010 and contains a number of stringent points on responsible marketing. We remain committed to supporting the responsible sale of energy drinks.”

Although each caffeinated Prime drink reportedly has a label warning that it is “not recommended for children under the age of 18”, the BBC has reported that Schumer alleged that Prime Energy had been “packaged and marketed ‘in near identical form’ as a caffeine-free drink from the brand”, thus suggesting there may be confusion regarding the separate varieties.

PRIME Energy Drink has so much caffeine that it could endanger kids’ health.

But it's being marketed to kids!

Parents and pediatricians are worried.

The FDA must investigate PRIME for its absurd caffeine content and its marketing targeting kids on social media. https://t.co/8f8Udp3dZu

— Chuck Schumer (@SenSchumer) July 9, 2023

In a tweet posted by Schumer, he wrote: “PRIME Energy Drink has so much caffeine that it could endanger kids’ health. But it’s being marketed to kids! Parents and paediatricians are worried.”

In the same tweet he urged the FDA to investigate Prime “for its absurd caffeine content and its marketing targeting kids on social media”.

New Food has approached Prime Hydration for a comment.