NEW YORK — An influencer-backed energy drink that has earned viral popularity among children is facing scrutiny from lawmakers and health experts over its potentially dangerous levels of caffeine.
Backed by two of YouTube’s best known stars, PRIME was an immediate sensation when it launched last year, prompting long lines in grocery stores and reports of school yard resale markets. Company representatives, meanwhile, have defended the product as clearly labeled “not recommended for children under 18.” They sell a separate sports drink, known as PRIME Hydration, which contains no caffeine at all. Representatives for PRIME did not immediately return a request for comment.
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