PRIME drinks have become incredibly popular, especially among pre-teens and teenagers. Marketed as hydration and energy-boosting beverages, as well as a powder concentrate to mix with water, these drinks were created by social media influencers with ties to professional boxing and wrestling, and a significant presence on YouTube. Both PRIME Hydration and PRIME Energy are available in Australia, both online and in physical stores (Hydration only). The high profile of these influencers, with their large following of young fans, has undoubtedly fueled the hype around these products, leading to rapid sell-outs upon their launch. Let’s explore what makes up these drinks and whether they live up to the hype.
PRIME Hydration: A Closer Look
PRIME Hydration is marketed as a recovery drink designed to be consumed after intense exercise lasting longer than an hour. Its primary ingredient is Branched Chain Amino Acids (BCAAs), which are often touted to support endurance, muscle recovery, and muscle mass development. However, current scientific evidence doesn’t strongly support these claims to the extent that they would be recommended to most athletes, whether recreational or elite. Another important consideration is that the effects of BCAAs have not been thoroughly tested in children, making their safety in this age group uncertain.
Assorted flavors of Prime Hydration drinks, marketed towards young consumers.
Furthermore, PRIME Hydration is sugar-free, utilizing artificial sweeteners like sucralose and acesulfame potassium. These sweeteners are known to potentially cause a laxative effect. While this effect might be minimal in adults, the amounts present in PRIME Hydration could more noticeably affect children.
The Vitamin A content in PRIME Hydration is remarkably high, at 900µg per can. Vitamin A, a fat-soluble vitamin crucial for a healthy immune system and good eye health, is obtained through foods such as eggs, dairy products, and red and orange-colored vegetables. Because it’s fat-soluble, excessive consumption of Vitamin A leads to the body storing the surplus, potentially resulting in toxicity. Symptoms of Vitamin A toxicity include headaches, seizures, and blurred vision. For children aged 9 to 13, the Recommended Daily Intake of Vitamin A is only 600µg, considerably less than the amount found in a single 375mL can of PRIME Hydration.
The labeling on PRIME Hydration drinks explicitly advises against consumption by children under 15 years of age.
PRIME Energy: What’s Inside?
PRIME Energy is positioned as an energy drink, similar to popular brands like Red Bull. Each 355mL can contains 84kJ and a substantial 200mg of caffeine. This caffeine content is six times greater than that found in a 375mL can of Coke and double the amount in a can of Red Bull. Guidelines for adults suggest limiting caffeine intake to less than 400mg per day from all sources (including coffee, tea, soft drinks, and chocolate) and less than 200mg per serving. For children, a safe caffeine level has not been definitively established, although it’s generally recommended that they consume less than 2.5mg/kg/day, which for most children translates to less than 100mg/day.
A can of Prime Energy drink, highlighting its high caffeine content.
In adults, caffeine has been shown to enhance performance and increase exercise capacity by reducing the perception of fatigue. Recommendations for caffeine intake to support sports performance are typically around 2-3mg/kg, which equates to roughly 200mg of caffeine. However, the caffeine content in supplements like PRIME Energy is largely unregulated, potentially exceeding the stated 200mg per can.
The labeling on PRIME Energy clearly states that it is not suitable for children under 18 years old.
The Verdict on PRIME Drinks
PRIME Hydration and Energy drinks both carry labels advising against consumption by children under the ages of 15 and 18, respectively. Despite these warnings, their popularity among pre-teens and teenagers, largely driven by the influence of their creators, has raised significant concerns about their safety and suitability for this age group, leading to questions about whether they should even be sold in Australia.
In Australia, these drinks are classified as supplements rather than food or beverages, which subjects them to less stringent regulations. This classification raises concerns about oversight and potential health risks.
From a scientific standpoint, it’s well-established that replenishing fluids and energy after strenuous physical activity is crucial for recovery and future athletic performance. However, for most recreational athletes, water is likely to provide sufficient hydration without the potential risks associated with PRIME Hydration. While caffeine has been proven to enhance athletic performance, individual responses to caffeine vary widely, and a single serving of 200mg can lead to undesirable side effects like jitteriness, a rapid heart rate, and increased bowel motility.
For children, the safety of key ingredients in both PRIME drinks remains uncertain. The effects of BCAAs haven’t been adequately studied in children, and the excessive levels of Vitamin A and caffeine may pose significant health risks. Therefore, caution is strongly advised when considering these drinks, especially for younger consumers.
