PRIME, a beverage brand endorsed by influencers Logan Paul and Olajide "KSI" Olatunji, stated to NutraIngredients that its energy drink "has complied with all FDA recommendations before entering the market" after Senator Chuck Schumer (D-NY) requested an investigation into the brand's formulation and marketing practices.

Content and Marketing

The company responded to a widely publicized letter from the Senate Majority Leader to FDA Commissioner Dr. Robert Califf regarding PRIME Energy, the product's caffeine content, and how it is marketed.

First launched in the UK in 2022, PRIME gained rapid popularity due to viral marketing on TikTok. The company presented itself on TikTok videos as the "fastest-growing sports drink in history." The company introduced its energy drink in 2023.

Essential to Senator Schumer's letter is the combination of the beverage's caffeine content (200 mg per 12 oz serving) and its alleged marketing to children and teenagers.

"One of the hottest status symbols of summer for kids isn't an outfit or a toy—it's a drink—but buyers and parents beware, as it's a serious health issue for the kids it targets so feverishly," Schumer said in a press release.

Targeting Minors

"PRIME is so new that most parents have no clue about it, but it's born from the scrolls of social media and the enigmatic world of influencers. Kids see it on their phones or as they scroll by and even crave it, and the problem here is that this product contains so much caffeine that it makes Red Bull look tame, but unlike Red Bull, this product has a true target market: kids under 18, and that's why I'm sounding the alarm and calling on the FDA to investigate PRIME."

Senator Schumer's letter to Commissioner Califf stated that the FDA investigation should focus on the following four elements:

• Health claims of the "sports" drink PRIME
• Marketing of the PRIME energy drink, which is specific to social media and influencers
• Caffeine content, as well as sufficient warnings and labeling on both the product and its website
• Is the caffeine level in the product safe for children?

PRIME: "Our energy drink is not for anyone under 18"

In response to Senator Schumer's statements, a PRIME spokesperson told NutraIngredients-USA: "PRIME has two beverages on the market, PRIME Hydration, and PRIME Energy. It is essential to distinguish between the two products as they are very different.

"We started PRIME last year with the launch of Hydration, a healthier sports drink alternative that comes in a bottle. PRIME Energy, sold in a can, was launched in 2023 and contains a comparable amount of caffeine to other top-selling energy drinks, all falling within the legal limit of the countries where it is sold.

It has complied with all FDA recommendations before entering the market and clearly states on the packaging, as well as in marketing materials, that it is an energy drink and is not intended for anyone under 18.

"As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they consider necessary to protect consumers."

Market Growth

Energy drinks have been one of the highlighted trends by The Vitamin Shoppe in its health and wellness trends report, which mentioned PRIME (and a few other high-growth brands).

According to the report, sales of caffeine-containing energy drinks have skyrocketed, increasing over 40% at The Vitamin Shoppe in the first four months of the year.

"Since 2021, we've had over 20 high-profile launches from major brands in the energy drink category, including PRIME Energy, which was our newest launch in 2022 and will double sales in 2023," said Jack Gayton, Vice President of Merchandising at The Vitamin Shoppe. (PRIME sales include both hydration formulas and caffeine-containing energy drinks.)

Target Audience

Jason Chung, Director of Esports and Gaming Initiatives and Assistant Clinical Professor of Sports Management at NYU, spoke about this product and its marketing on stage at the NutraIngredients-USA Sports and Active Nutrition Summit in San Diego in February as an example of how the supplement and nutrition industry faces a challenging battle against social influence, celebrities, and deep marketing budgets.

"From the outside looking in, it's always interesting to see that the nutrition industry touts successful clinical studies and science, but the industry doesn't seem to know how to counter challenges from other industries, such as in this case when the big boys of food and beverage come to compete," Chung told us.

Chung also noted that PRIME, with 16.7 mg of caffeine per fluid ounce, does not contain as much stimulant as other energy brands on the market, such as Bang Energy (18.8 mg/floz) or GFUEL (18.8 mg/floz). It contains the same energy as Celsius. In comparison, Red Bull contains 9.5 mg/floz.

"If PRIME limited its advertising to people 18 and over, there would be no problem," Chung said. "But a significant part of its audience, Logan Paul and KSI (the faces of PRIME), are younger demographics."