Prime Energy drinks have generated controversy due to their marketing campaign, which has been criticized for media hype associated with their high concentration of caffeine.
Several countries, jurisdictions, and primary and secondary schools have banned or restricted the drink due to its caffeine content exceeding legal limits, or otherwise being deemed unsafe for children.
[7][9][10] Smaller bottles of the Ice Pop, Cherry Freeze, and Strawberry Banana flavors are included in boxes of Lunchly, a brand of snack kits also created by KSI and Logan Paul alongside MrBeast.
[12] The company also produces Prime Hydration+ Sticks which have released special flavors in collaboration with the Dodgers baseball team,[13] and with FC Bayern Munich.
[17][20][21] According to the Evening Standard, the surge in demand caused high prices among online resellers,[22] including an eBay listing offering twelve bottles for £400.
[23] Sky News reported that the release of the drink sparked "chaotic scenes" at Asda[4] and Aldi supermarkets in the United Kingdom.
[24][25] A Financial Times article conveyed a London teacher's account of how children who only possessed used Prime bottles, filled with water, were "catapulted to higher status among their peers".
[16] Mary McCarthy of The Independent, commenting on the way Prime was being marketed through social media, suggested that KSI and Logan Paul had undue influence on the product's main market—young boys—and that "cold, calculating big business" was working with individuals whose attitude towards women was questionable, and whose output was often misogynistic, aimed at boys "waiting to be told what to think".
[29] Sales of Prime in the UK declined 48% in 2024, making it the fastest falling food or drink brand according to consumer data from NielsenIQ.
[32][33] Several Australian schools have instituted bans on Prime Energy drinks, as a health risk to students due to its high caffeine levels.
A sports dietician, who described the drink as an "addictive substance" went on to state that "giving a dose of caffeine to young children who've got ... developing cognitive function is not a wise idea".
[42] This led to issues as Prime Energy was not compliant with Danish regulations, as the drink's caffeine concentration exceeded the approved limit.
[43] In June 2023, Prime Hydration launched officially in the country, kicking off in Salling Group supermarkets and Circle K convenience stores.
The promotional event, which gathered more than 2,000 fans and was heavily advertised in social media, was criticized for the lack of security and organization, which led to 70 people needing medical attention due to heat and crowding.
Elizabeth Castillo, a California resident and plaintiff in the lawsuit, stated that the undisclosed presence of PFAS would have influenced her decision not to purchase Prime, seeking US$5 million in damages.
[60] However, after a loss to Nottingham Forest, which led to rivals Manchester City winning the Premier League, the flavor was shelved and plans were cancelled.
[62][63] Prime signed several athletes to sponsorships, including Alex Volkanovski, Israel Adesanya, Patrick Mahomes, Alisha Lehmann and Erling Haaland.
[73][74] Since WrestleMania XL, a stand with a Prime bottle prop at ringside (dubbed the "Hydration Station") has been used during episodes of Raw and SmackDown (in addition to the livestreaming events).