Charged controversy

Recently, there has been considerable controversy surrounding caffeinated beverage companies. One of the primary concerns contributing to the controversy is the use of misleading and poorly-targeted marketing techniques. 

Prime, jointly created by internet celebrities and former boxing rivals KSI and Logan Paul, has been under fire for its contentious advertising strategies since it was established in January 2022. A 12-ounce can of Prime Energy — an energy drink containing caffeine, water, coconut water and electrolytes — has a caffeine content of 200 mg, which is six times the amount of caffeine in a can of Coca-Cola and almost three times that in an eight-ounce can of RedBull. 

According to the American Academy of Child and Adolescent Psychiatry, pediatricians recommend limiting caffeine intake to 100 mg a day for adolescents between the ages of 12 and 18 and zero mg for anyone under 12.  Large amounts of caffeine are proven to hinder development and growth in young adolescents and children. As a result, Prime Energy’s high caffeine content and widespread advertising have faced criticism. 

Because 60% of people who consume Logan Paul and KSI’s content on social media are under 24, young people are more likely to be exposed to Prime Energy. The colorful packaging of Prime’s drinks, with bright green, blue, red and pink cans, as well as the sweet flavors, further entice minors to consume these energy drinks. The FDA has criticized how this drink has targeted young teens, a group younger than the target audience of any other energy drink company. However, the founders argue that they have always marketed their product strictly toward consumers over the age of 18, as evidenced by the product information on their website. 

Misleading advertising is one significant issue. Panera Bread recently faced backlash and a lawsuit after Sarah Katz, a 21-year-old woman, drank their “Charged Lemonade” and went into cardiac arrest, eventually dying in the hospital. Katz had long QT syndrome — a disorder that causes sudden fast heartbeats — and had always managed her symptoms by limiting caffeine intake and taking medication, according to CNN. Her family later argued that Panera should have been clearer with disclosing certain ingredients, such as the guarana extract, a stimulant. They also stated that the product should have been more clearly labeled as an energy drink, especially with its caffeine content of around 390 mg for a large size. 

As caffeine has become more mainstream and accessible, some parents and pediatricians have suggested banning or regulating the sale of energy drinks to minors. Earlier this year, Senate majority leader Chuck Schumer issued a request to the FDA to review the caffeine content in Prime Energy drinks in hopes of making its dangerous effects more clear. While some counties, such as Suffolk County, NY, require customers to be over the age of 18 to purchase caffeinated powder, there is currently no federal law placing an age limit on caffeinated beverage sales. 

Ultimately, the controversy surrounding caffeinated drink companies shows the need for clearer marketing and labeling, and the incidents from Prime Energy and Panera Bread call for increased regulation in the sale of such products to minors.