“Prime” was founded by KSI (Olajide Olayinka Williams Olatunji) and Logan Paul, brother to boxer Jake Paul, in 2022. On January 4, 2022, Prime was introduced to the United States and the United Kingdom. This energy drink took the world by storm in 2022, but suddenly went silent in 2025. Why did the company with such high prospects go to the back of everyone’s minds? It was due to the multiple lawsuits presented against the company. Additionally, the ban on the products in several countries also played a part. And the caffeine levels are so high that they could easily kill a small animal. 

Even before its official release in January 2022, influencers had been hyping the release of the drink. KSI and Logan had over 40 million followers together, and they both psyched people up for the launch. Some prominent figures and teams that have since signed with the brand are FC Barcelona, FC Bayern Munich, Patrick Mahomes, and Timmy Hill. The company made $250 million in its first year and in 2023 made $1.2 billion. However, as 2024 rolled in, their sales dropped 48%. This was because many medical professionals spoke out about Prime after seeing the dangerous levels of caffeine in the drink. 

There are many lawsuits against Prime. One suit was about the PFA’s, sometimes referred to as “forever chemicals,” that have been linked to health risks that were not disclosed by Prime. The grape flavor contains three times the amount of chemicals that are legal under FDA regulations. The caffeine levels were the reason many countries banned or restricted the drink. The first was Australia in March of 2023, where several schools and all of Western Australia banned it. Then, Canada recalled  Prime because of the high caffeine levels. By August, the Netherlands and New Zealand banned and made it illegal to sell or buy Prime. In November, Bosnia, Herzegovina, and Slovenia all banned or prohibited it before heading into 2024, and the sales tanked with the new year. Many of these countries banned the drink to protect their youth. 

Prime was marketed towards KSI and Logan Paul’s followers, who are mostly teenage boys. When one looks at the packaging on Prime, it says it is not meant to be consumed by children under 18, despite the fact that it is marketed towards kids. Lawsuits have been raised against Prime for marketing to kids despite the health risks. 

This is similar to Lunchly, a product that Logan, KSI, and famous YouTuber Mr. Beast also marketed towards kids. These products emulated Lunchables, but were ‘cooler,’ ‘tasted better,’ and also came with both a Prime drink and a Feastables. These had to be recalled almost immediately after hitting the shelves because the cheese in the packages was months past the expiration date. It was a health hazard, and in response to the backlash, Logan Paul  said, “I like my cheese moldy, bro.” Despite the risk of food poisoning, Paul and his followers do not seem to care about the backlash.  

Not only are they coming after kids and making moldy products, but they also violate their professional relationships. Prime Hydration had a contract with Refresco in 2023, which they say Prime never filled. Prime was supposed to buy 18.5 million cases of the drink each year, and if they did not buy at least 90% of that, Refresco could charge a fee. Unsurprisingly, they fell short and did not want to pay. Refresco took them to court and $67 million dollars out of this ordeal.

There is not much else to say about this company except that it needs to be illegal to consume or sell. Maybe the company needs to be shut down by the FDA because it is not safe for anyone, young or old, to consume a moldy Lunchly or a Prime drink. It couldn’t be said better than when New York Senator Chuck Schumer urged the U. S. Food and Drug Administration to stop the sale of Prime. “… this product has so much caffeine in it that it puts Red Bull to shame, but unlike Red Bull, this product has one true target market: children under the age of 18, and that is why I am sounding the alarm and asking the FDA to investigate PRIME.”