Praneeta Mahajan
Hamilton, May 16, 2023
A sports drink banned by some Australian schools is gaining popularity with New Zealand teens paying up to $30 per bottle, which is six times its retail price, online.
The ‘Prime’ brand created by social media personality Logan Paul and English rapper and boxer KSI is being bought overseas and resold online in New Zealand for more than six times the retail price.
The brand includes a hydration drink as well as a caffeine-loaded energy drink and sticks of powder that are mixed with water.
The energy drink is sold in the United Kingdom and United States as an 18+ drink and has more than twice the caffeine of a cup of coffee.
The interest in the drink has some parents and health experts concerned. “The marketing to young teens is unethical and the worry is that they can buy the energy drinks off Facebook pages despite being under 18,” one parent said.
Prime’s popularity also extends in New Zealand with teens and even kids as young as 9 years old paying up to $30 per can online. It is understood that people who travel overseas are purchasing the drink and reselling it via the likes of Facebook Marketplace for a significant profit.
The vulnerable age group that is getting attracted by the brand’s marketing is unaware of the dangers it presents. The biggest factor behind the drink’s popularity seems to be the ‘cool quotient’ or the social status that comes with having the bottle as a style accessory for children and teenagers.
How much is too much
Prime energy drinks contravene the Food Standards Australia NZ (FSANZ) for the amount of caffeine allowed in a drink. The limit is 32mg of caffeine per 100ml and the Prime drink has double the legal limit – about 56mg per 100ml. Despite this, the drinks are still being sold by numerous individuals on Facebook Marketplace.
For comparison, a can of 240ml Monster Energy has 86.4mg, a 250ml can of V has 77.5mg and a 250ml can of Red Bull contains around 80mg. In the US, a 12oz (355ml) can of Prime energy drink is said to contain a whopping 200mg of caffeine, according to Prime’s Instagram.
Schools here have not yet spoken on the matter but numerous schools in Australia have banned students from bringing them to school because of health concerns.
Damage being caused
Prime energy drink has come under intense scrutiny in the UK after a child who consumed the beverage suffered a “cardiac episode”.
Following its release in the UK last year, Prime continues to regularly sell out in supermarkets and has even prompted scuffles in the aisles, with its initial launch and the release of new flavours leading to muggings and near-riots in shops.
But an urgent warning has been issued to parents after a primary school pupil who drank a can of Prime was rushed to the hospital recently.
The student, who attends Milton Primary School in Newport, Wales, suffered a “cardiac episode” and had their stomach pumped after consuming the energy drink, the school said in a text to parents. The child had to have their stomach pumped and although better now, the parent wanted us to share this as a reminder of the potential harmful effects.
“If your child is lacking in energy, take them to see their GP, do not give them an energy drink” is a clear message from various health experts and practitioners. “Children are actively growing, and their brain, nervous system and heart function and development are crucial for their future health. Caffeine acts at all these sites and it would be unwise to recommend any substances which could have any deleterious effect” said Dr Sharma, a renowned GP in Waikato.
Prime has said that its energy drink is only recommended for people over the age of 18.
What caffeine can do
Consuming excessive amounts of caffeine can be harmful to both kids and teenagers. Here are some potential risks and considerations:
- Negative effects on sleep: Caffeine is a stimulant that can interfere with sleep patterns, making it difficult to fall asleep or stay asleep. Sleep is crucial for growth, development, and overall well-being in children and teenagers. Excessive caffeine consumption can lead to sleep deprivation and its associated consequences, such as daytime fatigue, difficulty concentrating, and poor academic performance.
- Increased heart rate and blood pressure: Caffeine can elevate heart rate and blood pressure, which can be particularly concerning for children and teenagers. They may be more sensitive to these effects, especially if they have underlying cardiovascular conditions.
- Dehydration: Caffeine is a diuretic, meaning it increases urine production, which can contribute to dehydration if not compensated by adequate fluid intake. Dehydration can negatively impact overall health and may cause symptoms like headaches, dizziness, and fatigue.
- Nutritional deficiencies: Regular consumption of caffeinated beverages, such as soda or energy drinks, may displace healthier beverage options like milk or water, leading to potential nutrient deficiencies. Additionally, caffeine can interfere with the absorption of certain minerals, like calcium and iron.
- Dependency and withdrawal symptoms: Regular consumption of caffeine can lead to dependence, with individuals experiencing withdrawal symptoms such as headaches, irritability, and difficulty concentrating when they try to reduce or stop their intake.
- Interference with normal development: The developing bodies and brains of children and teenagers may be more susceptible to the effects of caffeine. Research suggests that excessive caffeine consumption during adolescence could interfere with normal brain development and increase the risk of developing mental health disorders.
- Impact on behaviour and mental health: High levels of caffeine intake have been associated with increased anxiety, nervousness, and jitteriness in some individuals. In children and teenagers, caffeine consumption may exacerbate existing mental health conditions or contribute to mood swings and behavioural changes.
Praneeta Mahajan is an Indian Newslink reporter based in Hamilton.
