In a news conference last week, Senate Majority Leader Chuck Schumer announced he wants the Food and Drug Administration to investigate Prime, the energy drink brand launched in December by Logan Paul and fellow YouTuber Olajide Olayinka Williams Olatunji, better known as KSI. As The New York Times notes, a 12-ounce can of Prime Energy contains 200 milligrams of caffeine—far more than the 114 milligrams found in a similar-sized Red Bull and the 100 milligrams in a cup of coffee, and more than six times the amount found in a can of Coke. (Prime also makes a non-caffeinated sports drink, Prime Hydration.)
A spokesperson for the company told The Times that Prime Energy’s caffeine levels are comparable to those of other top-selling energy drinks, and that each can clearly indicates that the beverage is not intended for those under the age of 18. Physicians generally recommend that children under 12 avoid caffeine, and that those between the ages of 12 and 18 limit themselves to 100 milligrams per day. NewYork Presbyterian pediatrician Dr. Edith Bracho-Sanchez, who joined Schumer at the conference, noted that consuming high levels of caffeine can lead to digestive issues, headaches, heart palpitations, abnormal heart rhythms.
A quick survey of bodega shelves shows that Prime isn’t a total outlier among caffeinated energy drinks. Rockstar and Monster both contain 160 milligrams per 16-ounce can. The closest equivalent might be Bang Energy, which has 300 milligrams per 16 ounces, comes in bright cans and candy-colored flavors, and markets its drinks to children and teens on TikTok. (Bang Energy recently filed for bankruptcy after a lawsuit by Monster Energy resulted in a $293 million settlement; last week, Monster was approved to buy Bang out of Chapter 11.)
Given all these other offerings, Schumer’s focus on Prime might seem like a case of anti-Paul discrimination. But his grievances aren’t just about the caffeine content. Schumer’s also concerned about who he says Prime appeals to: He says the company’s influencer marketing and flashy packaging is specifically targeted at those under 18 (a claim the company refutes).
Despite the controversy, Prime has done $250 million in sales in its first year, according to Paul. Meanwhile, it remains the official sports drink of Arsenal Football Club, the LA Dodgers, and the UFC—and a favorite of teens everywhere. “This goes well beyond the value of the drink,” David Craig, a professor of social media communications at the University of Southern California, told NPR. Prime drinkers, he said, see the can as "a status symbol,” he continued. “It's a symbol of membership in a fan club, a sign of belonging to that community.”
Ashwin Rodrigues is a freelance writer. He often covers health, fitness, and things you might've heard on a podcast. He previously worked at Morning Brew as a business features reporter. Even more previous than that, he was a staff writer on the culture team at VICE. His byline can also... Read moreX