The brand stressed the importance of consumer safety, noting it’s complied with FDA guidelines since its launch and PRIME Energy “states clearly on packaging, as well as in marketing materials, that it is an energy drink and is not made for anyone under the age of 18.”
However, Schumer argued in his letter to the FDA that there isn’t a noticeable difference in the online marketing of PRIME Energy, especially when compared to its Hydration line, which doesn’t contain caffeine.
According to Schumer, this confusion might lead parents to buy the wrong beverage for their kids, potentially causing them to end 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,” Schumer wrote, per AP. “This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink.”
Amid health concerns, some schools in the United Kingdom and Australia have banned PRIME energy drinks, which comes in six different flavors ranging from a tropical punch to a strawberry watermelon.
