"One of the summer’s hottest status symbols for kids is not an outfit or a toy — it’s a beverage. But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets,” Schumer told reporters at a press conference on Sunday announcing his intention to send a letter to the FDA.PRIME was started by UFC fighters and social media personalities Logan Paul and J.J. Olatunji, known as KSI, in 2022.
Two of the company's products, PRIME Hydration and PRIME Hydration+ Sticks, contain no caffeine and are marketed as muscle recovery beverages because of their electrolyte and antioxidant content. Although Schumer's main claim is that the company does not sufficiently distinguish in its marketing the difference between its products, the FAQ page of the PRIME website has a disclaimer that the caffeinated product"is not recommended for children under the age of 18, women who are pregnant or nursing, or individuals who are sensitive to caffeine."
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