Chuck Schumer wants the FDA to scrutinize Logan Paul's Prime beverage brand for its marketing and caffeine content. It's nothing new for the energy drink industry.
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- Sen. Chuck Schumer asked the FDA on Sunday to investigate Logan Paul's Prime company, per AP.
- Schumer raised concerns about how Prime markets its two drinks, one of which has 200 mg of caffeine.
- Other energy drinks boast similar or higher levels of caffeine content, such as Celsius or Bang.
The Food and Drug Administration is being asked to investigate YouTube star Logan Paul's popular beverage brand, Prime, due to concerns over its high caffeine content, The Associated Press reported.
Sen. Chuck Schumer sent a letter to the FDA on Sunday, writing that Prime's energy drink poses a serious health concern "for the kids its so feverishly targets," according to AP.
Prime Hydration is owned by Congo Brands, a Louisville-based company that sells other sports supplements. But the beverage brand is more popularly associated with influencers Paul and KSI, whose real name is Olajide William Olatunji. The two founded the company and capitalized on their online followings to generate buzz around the sports drink.
Prime's two products are the "hydration drink" — similar to that of Gatorade and Powerade — and the energy drink, which comes in different flavors and with 200 mg of caffeine in one 12 oz can. That's the equivalent of nearly six cans of Coca-Cola.
In one advertisement, Paul and KSI highlight how the drinks have low calories, low to zero sugar, and coconut water, describing them as "better for you products." The ad also distinguishes how one drink has caffeine while the other does not.
The drink's popularity, particularly among kids, and its caffeine content, have raised concerns from some healthcare professionals and lawmakers around the world.
Several schools in Australia have banned students from bringing the drink to school, according to the Australian Broadcasting Corporation. The energy drink is also banned in New Zealand because it exceeds the legal 32-mg limit of caffeine per 100 ml. Some teens are willing to pay up to $30 per bottle to get their hands on the drink, The New Zealand Herald reported.
US schools have also reported seeing students bring the drink on campus, The New York Times reported.
Although Schumer notes the health concerns associated with the high caffeine content in Prime Energy, the senator also appears to take issue with the marketing behind the brand's two drinks. According to AP, Schumer noted in the letter that parents may have difficulty discerning the difference between the hydration drink and the caffeinated drink.
The Times reported that parents and school officials can sometimes mix up the two beverages.
"A simple search on social media for Prime will generate an eye-popping amount of sponsored content, which is advertising," Schumer wrote, according to AP. "This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink."
The company notes under the energy drink product that the beverage is for ages 18+. However, it's not prominently displayed on the website's homepage as of Sunday.
Prime's beverage is not the only energy drink with high caffeine content on the market. PepsiCo's Celsius, a carbonated energy drink, also has 200 mg of caffeine in one 12 oz. can. So does Gatorade's new Fast Twitch drink.
Some energy drinks surpass the caffeine content of Prime. A 16 0z can of Bang has 300 mg of caffeine, equivalent to 225 mg in 12 oz.
The wide array of options reflects a trend in the energy drink market, where beverages have been released with higher amounts of caffeine since Red Bull launched in the US in 1996. Red Bull also received complaints about its marketing as far back as 1997 due to the company's claims that the drink could help improve concentration and endurance.
The FDA recommends adults have no more than 400 mg of caffeine per day, or four to five cups of coffee. There are no exact federal guidelines on caffeine consumption for children, but the American Academy of Pediatrics discourages kids under 12 years old from consuming caffeine.
Truth in Advertising, a consumer advocacy group, previously accused energy drink companies such as Ryse Fuel and Cellucor, which sells the popular C4 energy drink, of marketing their product to minors by selling flavors that mimic candy brands like Skittles or Swedish Fish.
Schumer's office and a spokesperson for Prime did not immediately respond to a request for comment sent during the weekend.