A cult energy drink that has gained popularity among New Zealand teens has come under intense scrutiny in the UK after a child who consumed the beverage suffered a "cardiac episode".
A can of the energy drink Prime, which skyrocketed in popularity due to promotion from the likes of YouTuber Logan Paul and boxer-rapper KSI, is said to contain 140mg of caffeine per can in the UK - more than twice that in a standard cup of coffee - which has faced criticism from healthcare professionals.
For comparison, a can of 240ml Monster Energy has 86.4mg, a 250ml can of V has 77.5mg and a 250ml can of Red Bull contains around 80mg. In the US, a 12oz (355ml) can of Prime energy drink is said to contain a whopping 200mg of caffeine, according to Prime's Instagram.
The beverage brand, which is promoted and partially owned by Paul and KSI, has developed a dedicated fanbase among young people, with Brits queueing for hours to get their hands on a can. Following its release in the UK last year, Prime continues to regularly sell out in supermarkets and has even prompted scuffles in the aisles, with its initial launch and the release of new flavours leading to muggings and near-riots in shops.
But an urgent warning has been issued to parents after a primary school pupil who drank a can of Prime was rushed to hospital over the weekend.
The student, who attends Milton Primary School in Newport, Wales, suffered a "cardiac episode" and had their stomach pumped after consuming the energy drink, the school said in a text to parents.
The message, as reported by The Sun and other local media, read: "This morning a parent has reported that their child has had a cardiac episode over the weekend after drinking a Prime energy drink.
"The child had to have their stomach pumped and although better now the parent wanted us to share this as a reminder of the potential harmful effects."
Prime has said that its energy drink is only recommended for people over the age of 18.
Speaking to The Mirror a few weeks ago, Dr Deborah Lee from Dr Fox Online Pharmacy issued a stark warning about the level of caffeine in the energy drink, telling the outlet: "I would not recommend children drink Prime energy drinks or other energy drinks for children of any age.
"If your child is lacking in energy, take them to see their GP, do not give them an energy drink."
She added: "Children are actively growing, and their brain, nervous system and heart function and development are crucial for their future health.
"Caffeine acts at all these sites and it would be unwise to recommend any substances which could have any deleterious effect."
Due to the energy drinks selling out in UK supermarkets, cans of Prime have subsequently appeared on online marketplaces - selling for more than 10 times their retail value, according to local media. When in stock, a can of the drink can be picked up in the UK for £.1.99 (NZ$3.95).
The budget supermarket Aldi has since instated a rule of only one bottle of each flavour per customer.
Prime's popularity also extends to Aotearoa, with New Zealand teens paying up to $30 per can online. It's understood that people who travel overseas are purchasing the drink and reselling it via the likes of Facebook Marketplace for a significant profit.
At the time of writing, a New Zealand website Sugar Burst claims to sell Prime Energy Drinks, as well as its caffeine-free Hydration beverages - but all of its stock is currently sold out. A 355ml can of the strawberry watermelon energy drink will set you back $25-$30 on the site, while the tropical punch flavour is priced at $20.
For comparison, a 12-pack of the Strawberry Watermelon energy drink on Prime's website is priced at US$30.
