It is up to stores to prevent the sale of Prime energy drink to children, celebrity rapper KSI- the man behind the brand- has said.
The rapper, gamer and boxer launched his own drinks brand last year, which includes a hydration range in a bottle, which is essentially flavoured vitamin water, and an energy range in cans which contain high levels of caffeine.
“I feel like, especially with the hydration part of Prime, schools are just banning it because of the craze. Kids are trying to sell it!
“And with Prime energy – that shouldn’t be allowed in schools.
“With Prime energy I put it on the supermarkets. They’re the ones selling it. Kids should not be allowed it,” the rapper said on Good Morning Britain.
KSI was addressing concerns surrounding Prime Energy, a 330ml can of which contains 140mg of caffeine. A 250ml can of Red Bull energy drink contains 80mg of caffeine. A 500ml can of Monster energy contains 180mg of caffeine.
This is compared to Prime Hydration which has no caffeine at all.
KSI – real name is Olajide “JJ” Olatunji – created the brand with fellow YouTuber Logan Paul and it launched in Asda supermarkets in October 2022 before it became more widely available in December 2022, with an RRP of around £2 a bottle. However, due to a high demand, it began selling at super-inflated prices of up to £100 a can.
KSI stated that they “tried to make enough and the demand was just too high”.
“I remember being in the UK when we released it in the UK and it was like ‘Oh it’s already sold out’,” said the rapper.
This comes weeks after US Food and Drug Administration said that it is reviewing concerns raised by Senate Majority Leader Chuck Schumer against PRIME energy drink.
Schumer said earlier this month that PRIME, a beverage brand started last year by YouTube stars Logan Paul and KSI, should be investigated due to the high caffeine content in the energy drink, adding that it was also being marketed to children.