Prime, the drinks brand founded by YouTubers Logan Paul and KSI, is facing regulatory backlash in the US following concerns about the high levels of caffeine in its energy drink.
Chuck Schumer, the US Senate majority leader, called for the Food and Drug Administration (FDA) to investigate Prime Energy for marketing its brand to children despite having almost double the amount of caffeine of a Red Bull.
The energy drink contains a warning stating it is not recommended for under-18s, but Schumer is concerned the packaging looks “near-identical” to Prime’s caffeine-free product.
Some parents have been buying the energy drink for their children without knowing about the caffeine content, Schumer told journalists in New York on Sunday.
Prime, in which KSI and Paul both hold a 20% stake, was launched in 2022 and its popularity online led to fans queuing outside shops even as the price soared way above rivals.
On the brand’s website, both the caffeine-free and energy drinks are priced at £24.99 in the UK although Asda sells the product for £2.
Social media videos have gone viral in the last year, showing customers spending as much as £50 a bottle.