Chuck Schumer, the US Senate Majority Leader, has called for a regulatory investigation into an energy drink endorsed by popular YouTubers KSI and Logan Paul.
Schumer alleges that the beverage is deliberately aimed at children, despite its high caffeine content.
The energy drink in question, Prime Energy, contains 200mg of caffeine per can, nearly double the amount found in Red Bull, a competing energy drink.
While each can includes a warning that it is not suitable for children under the age of 18, Schumer claims that Prime Energy is packaged and marketed in a manner that closely resembles a caffeine-free variant from the same brand.
According to Schumer, this has resulted in some parents unknowingly purchasing the caffeinated version for their children. He made these remarks during a press conference in New York on Sunday.
Taking to Twitter, Schumer further emphasized his concerns, stating, "The FDA must investigate PRIME for its absurd caffeine content and its marketing targeting kids on social media."
As of now, Prime has not provided a response to the BBC's request for comment.
KSI and Logan Paul, who collectively boast around 48 million YouTube followers, introduced Prime Hydration, a caffeine-free drink, in 2022. The beverage quickly gained online popularity, leading to long queues and even incidents of customers diving headfirst into store shelves.
Prime Energy, the caffeinated version, was launched in January of this year. The company promotes it as a sugar-free and vegan alternative.
Each can of Prime Energy carries a warning that it is not suitable for children under the age of 18, individuals sensitive to caffeine, pregnant women, or breastfeeding women.
Due to concerns raised, several schools worldwide have issued warnings about Prime drinks or outright banned them. Earlier this year, Milton Primary School in Newport, Wales alerted parents to avoid confusion between the caffeinated and non-caffeinated versions of the drink after a student fell ill outside of school hours.
Similarly, Maryborough State High School in Queensland, Australia implemented a ban on energy drinks, including Prime. In a Facebook post, the school expressed concerns about recently introduced energy and hydration drinks that contain up to four times the caffeine or stimulant levels found in regular energy drinks. The school highlighted the potential risks these products pose, especially to students with unidentified underlying health conditions.
Schumer's call for investigation and the growing concerns surrounding Prime Energy underscore the need for stricter scrutiny and regulations to safeguard the well-being of young consumers.