‘Pediatricians are worried’ – calls to investigate Logan Paul’s drink PRIME

Sophie Collins

By Steve Hopkins

The beverage could “endanger” children’s health

A senator in the US is calling for an investigation into Logan Paul and KSI’s Prime energy drink, amid fears that the beverage could “endanger” children’s health.

The drink is hugely popular among children, and Senator Chuck Schumer has called on the FDA to “investigate PRIME for its absurd caffeine content and its marketing targeting kids on social media”.

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 a collectable ever since, gaining huge popularity in the UK and US.

In December last year, Brits queued outside Aldi at 6 am 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 the 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.

Prime has not responded to the claims.

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

A US senator is calling on regulators to investigate Logan Paul and KSI’s Prime energy drink.

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