It's safe to say that Prime Hydration has set the world alight. YouTube celebrities KSI and Logan Paul's energy drink have gone viral as kids, who make up a large portion of their respective fanbases, are desperate to buy it. With fanfare through the roof, but supply of the product only going to Asda in the UK, the supermarket is having to limit sales to keep up with demand.
Its introduction to the market, and its appeal to younger purchasers, has begged the question, will they be able to make the purchase?
Most retailers ID-check buyers of energy drinks if they are under the age of 16, as high caffeine levels are deemed dangerous for youngsters. With Prime shooting into the stratosphere, here are the answers to some common questions asked by parents about children buying an energy drink.
What are energy drinks?
The Association of Convenience Stores (ACS) says energy drinks are legally defined as containing 150mg of caffeine per litre. Any drink with that amount of caffeine must be labelled to say: "High caffeine content. Not recommended for children or pregnant or breastfeeding women", while also including the caffeine content of the product in mg per 100ml.
What separates energy drinks from sports drinks such as Lucozade for example, is that the latter are specifically produced to help hydrate exercisers before, during and after exercise.
Is ID required to buy an energy drink?
There are no legal age restrictions on the sale of products containing caffeine, and there also is no requirement for people under 16 to produce an ID. This has prompted supermarkets such as Tesco, Waitrose, Sainsbury's, Aldi, Asda Morrisons and Lidl to take the lead on their own energy drink policies, and all have all restricted under-16s policies over the purchase of energy drinks.
Red tape has been put up to prevent the marketing of such products to children under 16, but in the case of KSI and Logan Paul, Prime was bound to slip through the cracks.
Are energy drinks safe to drink?
British Soft Drinks Association said: "Energy drinks and their ingredients have been deemed safe by regulatory authorities around the world. Energy drink manufacturers have taken all possible steps to be clear about the suitability of energy drinks. Retailers, schools and parents all have a role to play in educating children about caffeine and sugar consumption from all sources."
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