Leslie Massey
Prime Energy, a drink containing twice the legal limit of caffeine in Australia, has been banned from sale in the country. However, it is still being sold illegally in convenience stores and online, driving a black market in Sydney. The drink, promoted by YouTube personalities with a large following, is being marketed to teenagers and school students, causing concern among health experts and schools. The high caffeine content in Prime Energy has led to adverse side effects such as heart palpitations, headaches, and insomnia in young consumers, with schools across Australia banning the drink on their premises.
| Characteristics | Values |
|---|---|
| Reason for ban | Prime Energy contains double the legal limit of caffeine per 100ml |
| Caffeine content | 56-57mg per 100ml |
| Legal limit of caffeine | 32mg per 100ml |
| Availability | Sold in convenience stores, online, and on social media marketplaces |
| Price | Sold for up to $17 a can |
| Target audience | Marketed to teenagers and young people |
| Health risks | Heart palpitations, headaches, insomnia, increased blood pressure, vomiting, disrupted sleep patterns, tachycardia (rapid heart rate) |
| School bans | Schools across Australia have banned students from bringing Prime Energy drinks to school |
| Influencers | Promoted by YouTube personalities KSI and Logan Paul |
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What You'll Learn
Prime Energy drink's high caffeine content
Prime Energy drinks, promoted by YouTube personalities KSI and Logan Paul, have been banned in Australia for exceeding the permitted caffeine content for beverages under the Australian and New Zealand Food Standards Code. A can of Prime Energy contains about 56-57mg of caffeine per 100ml, which is almost double the legal limit of 32mg/100ml.
The high caffeine content of Prime Energy drinks has raised concerns among health professionals and schools. The drink is marketed to teenagers and school students, and its availability has led to a black market in Sydney, with cans being sold for up to $17 each in convenience stores and online. The NSW Food Authority and the Australian Medical Association have warned against the illegal sale and consumption of Prime Energy drinks, particularly among minors.
The popularity of Prime Energy drinks among young people has resulted in a frenzy, with students resorting to buying the drinks on resale websites and the black market. Several schools in Australia have banned the drinks following health advice, and some schools have banned the bottles altogether due to their status as playground symbols.
The high caffeine content in Prime Energy drinks can cause adverse health effects, especially in children and young people. A study by the Telethon Kids Institute found that among high school students who had tried an energy drink, half experienced side effects such as heart palpitations, headaches, or insomnia. Health professionals warn that caffeine can increase blood pressure, heart rate, and dehydration, and excessive consumption can lead to disrupted sleep, vomiting, and rapid heart rate.
The availability of Prime Energy drinks, despite the ban, highlights the challenges in regulating the sale of these beverages. The NSW Department of Primary Industries has urged the public to report sightings of Prime Energy for sale, and authorities are working to crack down on illegal sales. The situation underscores the importance of public awareness and compliance with safety standards to protect consumers, especially vulnerable groups such as children and minors.
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The drink's popularity among children
Prime Energy, a super-caffeinated drink, has been banned in Australia for exceeding the permitted caffeine content. Despite this, the drink is still being sold in convenience stores and online, driving a black market in Sydney. The drink, which is marketed to teenagers, has become a playground status symbol, with empty bottles being sold for similar prices to full ones.
The popularity of energy drinks among children and teens is a growing concern. Studies have found that almost one-third of teens aged 12 to 17 consume energy drinks regularly, and the negative health impacts of these drinks are a worry for parents and healthcare professionals. Energy drinks are sold as nutritional supplements and are not regulated as food, so their labels often do not reveal the exact caffeine content. They also contain large amounts of added sugar, which can lead to issues such as tooth decay and obesity.
The high levels of caffeine in energy drinks can cause serious side effects in children, including restlessness, shaking hands, stomachaches, headaches, nervousness, irregular heart rhythms, and other life-threatening heart-rhythm changes. The American Academy of Pediatrics (AAP) advises against caffeine consumption for children under 12 and recommends that those between 12 and 18 limit their intake to 100 mg per day. However, energy drinks often contain as much caffeine as 1 to 3 cups of coffee, and the exact amount is not always clear.
The popularity of energy drinks among children can be attributed to several factors. Firstly, they are marketed directly to youth, with colourful packaging and promises of enhanced energy, nutrition, and athletic performance. Social media influencers have also played a significant role in promoting these drinks to their young followers, as seen with Prime Energy. Additionally, the easy accessibility of these drinks, both online and in convenience stores, makes it difficult for parents and schools to restrict their consumption by minors.
To address the popularity of energy drinks among children, a multi-faceted approach is necessary. Parents and caregivers should educate themselves and their children about the potential risks of consuming these drinks. Schools can also play a role by banning the drinks from their premises and educating students about the importance of healthy alternatives, such as water. Additionally, stricter regulations and enforcement of existing rules regarding the sale and marketing of energy drinks to minors are essential.
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The drink's availability in Australia
Energy drinks are a relatively new product that is available worldwide. They are non-alcoholic beverages that contain caffeine and may also contain carbohydrates, amino acids, vitamins, and other substances. In Australia, energy drinks are subject to strict regulations and labelling requirements.
The Australian Beverages Council and its members involved in the manufacturing or distribution of energy drinks adhere to the Food Standards Australia and New Zealand Code. This code stipulates that energy drinks must contain no more than 32 mg of caffeine per 100 ml, which is comparable to the amount of caffeine in a cup of coffee made with one teaspoon of instant powder. Additionally, energy drink labels must state that they are not recommended for pregnant or lactating women, people sensitive to caffeine, and children.
Despite these regulations, there have been concerns about the availability of highly caffeinated energy drinks in Australia, particularly to minors. Prime Energy, an energy drink created by YouTube stars Logan Paul and KSI, has been at the centre of this debate. Prime Energy contains twice the permitted caffeine content per 100 ml under Australian law and has been banned from being sold in stores. However, it is still available through resale websites and convenience stores, driving a black market in Sydney.
In response to the concerns, schools across Australia have taken it upon themselves to ban Prime Energy drinks. Multiple schools in Queensland and Western Australia have issued warnings to parents, and Sydney primary schools have also prohibited the bottles from their premises. These actions reflect the potential health risks associated with high caffeine consumption, especially among children.
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Schools banning the drink
Schools across Australia have banned students from bringing Prime Energy drinks to school. The drink, which contains almost twice the legal amount of caffeine permitted in beverages in Australia, has been deemed a health risk for children.
Several schools in Queensland and Western Australia have already issued warnings to parents and banned the drink. These include Swanbourne and Mount Hawthorn primary schools in Perth, Maryborough State High School in Queensland, and Miami State School on the Gold Coast. Miami State School principal Jemille Malouf told parents that Prime energy drinks were not to be brought to school as they posed a health risk to students. She said the ban was issued after some students were seen with the drinks on school grounds.
Angela Falkenberg, president of the Australian Primary Principals Association, said it was fair for schools to restrict the use of the bottles, even if empty, noting that status symbols could lead to friendship disagreements and disrupt learning. "Principals are well positioned to navigate this space – and we ask that if they do, parents come with us and don’t make it a combative issue," she said.
The decision to ban Prime Energy drinks in schools comes amid concerns over the drink's high caffeine content and its potential health risks for children. Prime Energy drinks contain about 56mg of caffeine per 100ml, which is almost double the legal limit of 32mg per 100ml set by the Food Standards Australia New Zealand (FSANZ) code.
The popularity of Prime Energy drinks among young people has been driven by a campaign from social media influencers KSI and Logan Paul, who have a combined subscriber base of 40 million. Dr Michael Bonning, president of the NSW branch of the Australian Medical Association, said the drink was "slickly marketed" and "packaged in a way that is much more enticing for young people".
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The drink's marketing strategy
Prime Energy is a drink created by YouTube and social media influencers Logan Paul and KSI. It is a highly caffeinated beverage, with about 56 mg of caffeine per 100 ml, which is twice the legal limit in Australia. The drink is not available in Australian stores, but it can be purchased on resale websites and the black market, with cans selling for up to $17 each.
Due to its high caffeine content, Prime Energy has been banned from schools across Australia, including in Queensland and Western Australia. The drink has been deemed unsafe for children, with health professionals warning against its consumption by minors. Despite the ban, the drink has gained popularity among students, with some schools reporting frenzied scenes of children racing to buy it from nearby supermarkets.
To address this issue, schools have taken measures such as issuing warnings to parents and implementing bans on bringing Prime Energy drinks to school. Some schools have also restricted the use of Prime Hydration bottles, even if empty, due to their status symbol appeal among students.
The marketing of Prime Energy has been heavily influenced-led, leveraging the large online followings of Logan Paul and KSI, who have a combined subscriber base of 40 million. This influencer-driven strategy has been incredibly effective in generating hype and demand for the drink, particularly among teenagers.
The drinks' marketing strategy has been criticised by health professionals and educators for targeting young people and driving a potentially dangerous trend. Dr Michael Bonning, president of the NSW branch of the Australian Medical Association, highlighted the slick packaging and social media influence as factors contributing to the drink's appeal to youth.
To counter the negative impact of highly caffeinated energy drinks on children, there has been a growing trend towards "clean energy" drinks and sparkling waters that exclude GMOs, sugar, and artificial sweeteners. These alternatives aim to provide a healthier boost of energy without the adverse side effects associated with high caffeine consumption.
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Frequently asked questions
Yes, Prime Energy is banned in Australia. The drink contains double the legal limit of caffeine for beverages in Australia.
Prime Energy is banned in Australia because it contains dangerously high levels of caffeine. A can of Prime Energy contains about 56-57mg of caffeine per 100ml, which is double the legal limit of 32mg per 100ml.
Prime Energy drinks are not available in stores in Australia. However, they can be found for sale on online marketplaces such as eBay and Facebook Marketplace, as well as through illegal sales in convenience stores.
Yes, there is a caffeine-free version of the drink called Prime Hydration, which is available for purchase in Australia. However, this drink has also raised concerns as it has become a popular status symbol among children.
Prime Energy drinks have been linked to various side effects, including heart palpitations, headaches, insomnia, and rapid heart rate. A study found that among patients attending an emergency department with heart palpitations, 36% had consumed an energy drink in the previous 24 hours.
