NEW YORK (AP) — An influencer-backed vitality drink that has earned viral recognition amongst kids is dealing with scrutiny from lawmakers and well being consultants over its doubtlessly harmful ranges of caffeine.
On Sunday, Sen. Charles Schumer referred to as on the Meals and Drug Administration to research PRIME, a beverage model based by the YouTube stars Logan Paul and KSI that has grow to be one thing of an obsession among the many influencers’ legions of younger followers.
“One of many summer season’s hottest standing symbols for teenagers is just not an outfit, or a toy—it’s a beverage,” mentioned Schumer, a Democrat from New York. “However purchaser and oldsters beware as a result of it’s a severe well being concern for the youngsters it so feverishly targets.”
Backed by two of YouTube’s finest recognized stars, PRIME was a direct sensation when it launched final 12 months, prompting lengthy traces in grocery shops and studies of college yard resale markets.
Promoting itself as zero sugar and vegan, the neon-colored cans are amongst a rising variety of vitality drinks with elevated ranges of caffeine; in PRIME’s case, 200 milligrams per 12 ounces, equal to about half a dozen Coke cans or almost two Pink Bulls.
That prime content material prompted bans from some faculties in the UK and Australia the place some pediatricians warned of potential well being impacts on younger kids similar to coronary heart issues, anxiousness, and digestive points.
Firm representatives, in the meantime, have defended the product as clearly labeled “not really useful for youngsters underneath 18.” They promote a separate sports activities drink, often known as PRIME Hydration, which accommodates no caffeine in any respect. Representatives for PRIME didn’t instantly return a request for remark.
However in his letter to the FDA, Schumer claimed there was little noticeable distinction within the on-line advertising of the 2 drinks – main many mother and father to consider they have been buying a juice for his or her children, solely to wind up with a “cauldron of caffeine.”
“A easy search on social media for Prime will generate an eye-popping quantity of sponsored content material, which is promoting,” he wrote. “This content material and the claims made needs to be investigated, together with the elements and the caffeine content material within the Prime vitality drink.”