US senator calls for investigation into Prime energy drink

'It could endanger kids' health'

Senate majority leader Chuck Schumer believes the caffeine-heavy drink is being targeted at children and could "endanger" their health.

Prime Energy contains 200mg of caffeine per can, which is around twice the amount as a Red Bull, and carries a warning stating that it is not recommended for children under the age of 18.

The social media duo partnered up in January 2022 to launch the drink which has become an almost collectable item ever since, gaining huge popularity in the UK and US. 

In December last year, Brits queued outside Aldi at 6am when the chain offered a limited-supply of the beverage and shopkeepers have been criticised for selling bottles for more than £10 a bottle. Parents have also spent hundreds gifting the drink to their kids.

Schumer, the BBC reports, claims Prime Energy packaged and marketed "in near identical form" as a caffeine-free drink from the brand, which, he said led to parents unknowingly buying the caffeinated drink for their children.

"The FDA [Food and Drug Administration] must investigate PRIME for its absurd caffeine content and its marketing targeting kids on social media," he later said on Twitter.

A representative for PRIME told JOE that it was "important to make the distinction" between the two drinks - PRIME Hydration and PRIME Energy - "because they are vastly different".

"We started PRIME last year with the launch of Hydration, a healthier sports drink alternative that comes in a bottle. PRIME Energy, sold in a can, dropped in 2023 and contains a comparable amount of caffeine to other top-selling energy drinks, all falling within the legal limit of the countries it’s sold in.

"It complied with all FDA guidelines before hitting the market and states clearly on packaging, as well as in marketing materials, that it is an energy drink and is not made for anyone under the age of 18.

"As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they feel are necessary in order to protect consumers."

Paul and KSI - who have around 48 million YouTube followers between them - launched the caffeine-free Prime Hydration drink in 2022 then the caffeinated version in January.

The caffeinated version is promoted as being sugar-free and vegan and contains a warning that it is not recommended for children under the age of 18, people who are sensitive to caffeine, pregnant women or women who are breastfeeding.

The BBC noted that earlier this year Milton Primary School in Newport, Wales, sent a message to parents warning them not to confuse the caffeinated and non-caffeinated versions of the drink after a pupil fell ill outside of school hours.

Maryborough State High School in Queensland, Australia, went a step further and banned the energy drink.

Paul and KSI are currently looking to expand their drinks empire and are travelling around Europe to promote it.

In February, Paul revealed that in year one “we cleared $250 million in retail sales and $110m gross internally” and that in January alone they made $45m in sales.

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