Prime is a healthy hydration drink for kids
| Prime is a healthy hydration drink for kids | |
|---|---|
| MISLEADING | |
| "Prime, the drink brand launched by YouTubers Logan Paul and KSI, is a healthy sports and hydration drink suitable for children." | |
| Domain | Food, Nutrition & Wellness |
| Tactic | False Context |
| Era | Current |
| First seen | 2022 |
| Origin | Influencer marketing to young fans from 2022 |
| Last reviewed | 2026-10-30 |
| Further reading: books on Food, Nutrition & Wellness | |
In 2022, YouTube and boxing stars Logan Paul and KSI launched Prime, marketed heavily on social media to their young fans. It became a playground status symbol in the UK and US, with bottles reselling at many times their price.
Prime comes in two very different products. Prime Hydration is a sports drink without caffeine. Prime Energy contains 200 milligrams of caffeine per 12-ounce can, about as much as two cans of Red Bull, and is labeled as not for under-18s.
What the evidence shows
- Caffeine. The American Academy of Pediatrics says energy drinks with caffeine have no place in the diets of children and adolescents. A single can of Prime Energy exceeds recommended caffeine limits for many teenagers.
- Confusion. The similar packaging of the two products made it easy for children and parents to confuse them.
- Official concern. In July 2023, US Senator Chuck Schumer asked the Food and Drug Administration to investigate Prime's marketing to children. Many UK schools banned Prime Energy.
- Hydration claims. Health experts note that for most children, water is all they need for hydration.
Why it matters
Influencer marketing can make adult products feel made for children. The line between a sports drink and a high-caffeine energy drink was not obvious to the children buying it.
Sources
- US Senate, letter from Senator Charles E. Schumer to the FDA on Prime Energy, July 2023.
- American Academy of Pediatrics, "Sports Drinks and Energy Drinks for Children and Adolescents: Are They Appropriate?" Pediatrics, 2011.
- BBC News, "Prime drink: Why are schools banning it?" 2023.