Prime example of price gouging in Limerick shops

YouTube influencers KSI and Logan Paul marketing their Prime energy drink.

LIMERICK shopkeepers have been advised not to stock Prime energy drink, which is retailing in some stores from between €15 and €25, as it has not yet met EU approval as being safe for consumption.

The Food Safety Authority of Ireland (FSAI) told the Limerick Post this week that under EU food law there is no approval process for energy drinks before they are placed on the market.

“However, they must comply with all food law requirements (labelling, nutritional claims, health claims, traceability, allergens, etc,.),” a spokesperson explained.

Despite this, one local retailer says that Irish supermarket chains have been advised not to stock the popular energy drink, which is being snapped up by children and teens.

“Supermarket chains here are advising their stores not to stock the drink as it doesn’t have the EU stamp of approval,” one shopkeeper revealed.

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Created by YouTube personalities Logan Paul and KSI, the drink has become a viral trend, with some shops selling out minutes after each restock.

One city centre store is selling Prime, a hydration drink which contains 10 per cent coconut water, 825g electrolytes, 250mg BCAAs for muscle recovery, vitamin B, and many antioxidants, according to its makers, for €15.

“Teenagers aged around 15 and 16 years of age are constantly coming in looking for the drink. They can’t get enough of it. Most of them want it for the bottle,” a staff member in a second shop, based on Parnell Street, said.

Fianna Fáil TD Willie O’Dea believes that some retailers are obviously taking advantage of the scarcity and hype around the product.

“This is wrong. I always detest the idea of price gouging. The retailers involved should really reconsider their actions,” Deputy O’Dea opined.

“The Prime drink is freely available to purchase in the UK so I don’t know what the hold up in making it widely available here is. From what I know about the drink, it has extremely high levels of caffeine and even the manufacturers of the drink say it is not recommended for children under the age of 18.”

Registered nutritionists have warned that electrolytes, which the sports drink contains, aren’t recommended for children unless they are unwell or at risk of dehydration.