Because of Tik Tok, children are flocking to a new drink that is harmful to their health
A new drink that has been popular with children in the United States since it was launched by a number of famous YouTubers is causing concern among experts due to its extremely high levels of caffeine.
The famous American “YouTube” stars Logan Paul and the British “KSI” launched the “Prime” drink in 2022, and the first variety of it, “Prime Hydration”, did not contain caffeine.
Logan Paul and KSI market Prime in Denmark
However, a second category launched this year is “Prime Energy”. One can of this drink contains 200 milligrams of caffeine, which is much more than the 30 milligrams contained in a Coca-Cola bottle and the 80 milligrams in a Red Bull can.
A video clip at the time of the launch shows the two internet stars playing video games or ping-pong, at first very slowly and without enthusiasm, then with frantic activity after a drink.
Since then, the social network TikTok has been flooded with videos of children proudly holding the famous bottles to music with the words “we got Prime, boys”.
Prime packages in a store in America
However, health experts warn that It is not recommended that children consume caffeine.
The American Academy of Child and Adolescent Psychiatry stresses that children under 12 years old should never consume caffeine. As for those between the ages of 12 and 18, the recommended maximum is 100 mg per day, which is half a packet of Prime Energy.
In addition to insomnia, anxiety or headaches, too much caffeine can cause a child to vomit, have high blood pressure or heart rhythm problems, according to the academy. Some may be more affected by this substance than others.
Marketing strategy
“This product is targeted at one real market, children under 18,” noted influential Democratic Senator Chuck Schumer, who decided to take on the issue in a statement this week.
Attractive flavors for kids are available from Prime Energy, including orange, mango, cranberry, watermelon and others.
Chuck Schumer said the caffeine levels in this drink are “too much for a child’s body.” “It has spread because it has become a status symbol influenced by social networks, which children try to emulate at any cost,” he noted in a statement.
English footballer Aaron Ramsdale holds a can of Prime drink during a match
Schumer stated that he wrote to the head of the US Medicines Agency, which is also responsible for food health standards, requesting an investigation into existing caffeine levels and the approved marketing strategy.
The agency responded this week, confirming that it was studying the “causes of concern” raised by the senator, and that it would respond to him directly.
In a statement, an FDA spokesperson called on “responsible individuals and families” to read the product label before giving it to their children.
It is noteworthy that there is a shy, almost invisible phrase on the Prime packages, stating that it is undesirable for those under the age of 18 to drink the drink.
And the Food and Drug Administration, which has previously issued warnings against a number of companies that market alcoholic and caffeinated beverages in the past, stated that adults can generally consume up to 400 milligrams of caffeine per day without harmful effects, i.e. four to five cups. of coffee.
Prime packages in a store in America
profitable market
Logan Paul responded in part to the controversy with a video posted Thursday to social media.
He deplored media reports that Canada had withdrawn Prime Energy canisters from the market when in fact the measure was targeting illegal imports, as the company’s products are not officially distributed there.
In this video, he emphasized that Prime is in line with the rules set by the regulators in each country.
And he was not surprised that his product was targeted “from large conglomerates and even the US government … because, using social media, we launched a very innovative drink that grabs market shares from the largest companies on the planet.”
The energy drink market is booming and growing, and American supermarket shelves are full of different brands.
Prime sold $250 million worth of products in its first year, Logan Paul said earlier in an interview.
