An influencer-backed power drink that has earned viral reputation amongst youngsters is going through scrutiny from lawmakers and well being specialists over its doubtlessly harmful ranges of caffeine.

Senator Charles Schumer on Sunday (native time) referred to as on the Food and Drug Administration to research PRIME, a beverage model based by the YouTube stars Logan Paul and KSI that has develop into one thing of an obsession among the many influencers’ legions of younger followers.

“One of the summer’s hottest status symbols for kids is not an outfit or a toy — it’s a beverage,” Schumer stated, a Democrat from New York. “But buyers and parents beware because it’s a serious health concern for the kids it so feverishly targets.”

Backed by two of YouTube’s best-known stars, PRIME was a direct sensation when it launched final yr, prompting lengthy traces in grocery shops and reviews of schoolyard resale markets.

Advertising itself as zero sugar and vegan, the neon-coloured cans are amongst a rising variety of power drinks with elevated ranges of caffeine; in PRIME’s case, 200 milligrams per 12 ounces, equal to about half a dozen Coke cans or practically two Red Bulls.

That excessive content material prompted bans from some colleges within the United Kingdom and Australia, the place some paediatricians warned of attainable well being impacts on younger youngsters, resembling coronary heart issues, nervousness, and digestive points.

Company representatives, in the meantime, have defended the product as clearly labelled “not recommended for children under 18”. They promote a separate sports activities drink, often known as PRIME Hydration, which incorporates no caffeine in any respect. Representatives for PRIME didn’t instantly return a request for remark.

But in his letter to the FDA, Schumer claimed there was little noticeable distinction within the on-line advertising and marketing of the 2 drinks — main many dad and mom to imagine they have been buying a juice for his or her children, solely to wind up with a “cauldron of caffeine”.

“A simple search on social media for Prime will generate an eye-popping amount of sponsored content, which is advertising,” he wrote. “This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink.”