The US Food and Drug Administration (FDA) might investigate the caffeine levels in KSI’s Prime Energy involving Logan Paul, following a call for investigation by politician Charles Schumer.
Months after its overwhelming popularity, Logan Paul and KSI’s Prime Energy face the possibility of an investigation by the FDA due to concerns about its caffeine levels.
While the demand for the influencer-made drink has somewhat subsided, the Majority Leader of the United States Senate, Charles Schumer, has called upon the FDA to examine Prime Energy, which was introduced in January and is marketed as both sugar-free and vegan.
Schumer expressed worry about the drink’s impact on children, stating, “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.”
The main cause for concern revolves around the caffeine content in Prime Energy, with 200 milligrams of caffeine present in a 12-ounce serving (around 354 milliliters).
Marketing and Differentiation Challenges for Prime Energy
Prime Energy’s appeal to a young fanbase, largely influenced by YouTubers KSI and Paul, has raised concerns regarding the drink’s appropriateness for underage consumption.
While representatives of Prime Energy argue that the product clearly states it is “not recommended for children under 18,” Schumer argues that online marketing fails to differentiate Prime Energy from Prime Hydration, a caffeine-free alternative offered by the brand.
Schumer wrote a letter to the FDA, emphasizing the need to investigate the drink’s marketing claims, ingredients, and caffeine content, which he believes are misleading parents into purchasing a beverage filled with caffeine instead of juice for their children.
The popularity of Prime Energy among young people even prompted an Australian school to ban energy drinks, highlighting the significantly higher caffeine content in some new energy or hydration drinks compared to regular energy drinks.
Concerns for Young People
The school expressed concerns about the potential health risks for students, particularly those with undisclosed health conditions.
In response to Schumer’s call for an investigation, a spokesperson for Prime clarified that the brand offers two distinct products: Prime Hydration and Prime Energy. They stressed the importance of distinguishing between the two, as they cater to different needs.
Prime Hydration, introduced last year, serves as a healthier sports drink alternative and comes in a bottle. On the other hand, Prime Energy, released in 2023 and packaged in a can, contains a caffeine level similar to other leading energy drinks, complying with the legal limits of the countries in which it is sold.
The representative emphasized that Prime Energy adhered to all FDA guidelines prior to its launch and clearly indicates on the packaging and in marketing materials that it is an energy drink unsuitable for individuals under 18.
They further expressed the brand’s commitment to consumer safety and willingness to engage in discussions with the FDA or other organizations to protect consumers, indicating a readiness to implement any necessary industry changes.
