With brightly colored cans, a range of sweet flavors, and backing by popular influencers on YouTube and TikTok, the caffeine-free Prime Hydration drinks started by online personalities Logan Paul and Olajide Olayinka Williams Olatunji, better known as KSI, have become a status symbol among children and teenagers. But the drinks also have nearly double the amount of caffeine found in a Red Bull and are being vigorously marketed to them, leading to concerns about their high levels of caffeine. In a letter on Sunday, U.S. Senate Majority Leader Chuck Schumer called on regulators to investigate the drinks, which he said have “eye-popping” amounts of caffeine and are being marketed to kids.
The New York Democrat said the company behind the brand, Congo Brands, should be investigated by the Food and Drug Administration due to its high caffeine content. He said the caffeinated versions of the drink, which contain 200 milligrams per 12 ounces, have nearly twice the amount of caffeine as a Red Bull and six times the amount found in a Coke. And although the company’s energy drinks carry a warning that they are not recommended for people under 18 or those sensitive to caffeine, the packaging resembles that of a separate, non-caffeinated Prime sports drink and leads some parents to unknowingly purchase a “cauldron of caffeine” for their kids, he said.
A simple search of the drinks on social media brings up a slew of ads geared toward kids, with many featuring KSI and Paul in their signature outfits, making them appear to be selling the drinks to kids themselves, the senator said. He noted that students in schools in the United States and other countries have been bringing the drinks to school to sell or trade with one another and to use for a boost during their classes.
Schumer noted that several schools in Britain and Australia have banned the beverages over concerns about their high caffeine content. He said the drinks should also be barred in schools in the United States — where federal rules say they cannot sell caffeinated beverages to elementary and middle school students.
KSI and Paul, who have 48 million YouTube followers, launched the Prime brand in January 2022 and later released a caffeinated drink version. The company says it’s marked as not recommended for minors and has not been tested on children.
Caffeine can lead to headaches, jitters, anxiety and nervousness, trouble sleeping, and other health problems. It’s also addictive and can cause withdrawal symptoms when a person suddenly stops consuming it.
The beverage company has been unable to respond to Schumer’s request for an investigation. But the senator says he hopes the company takes action. “Kids are getting poisoned by these dangerous drinks, and the FDA should step in before it’s too late,” he wrote. The drinks are available nationwide at grocery stores, convenience shops, and gas stations.