Logan Paul’s Prime ‘hydration’ drink faces South West school bans as hype causes after-school brawling

A controversial new ‘hydration’ drink causing chaos and even reportedly after-school brawls is being banned by many school principals, including in the South West.

Prime has swiftly caught the attention of educators, with principals at a number of WA schools banning the drink — labelled as “not suitable for children under 15 years of age” — from school grounds.

The viral drink, backed by YouTube star and WWE wrestler Logan Paul, recently hit WA shelves, with the hype surrounding the drink so intense it caused frenzied buying as teens scrambled under doors and ran through aisles to get their hands on the beverage.

Images flooded social media showing conveyor belts filled with Prime as people bought the drink in bulk and videos of teens pushing against the doors of a Perth Woolworths before the store opened.

These scenes were not confined to the city, with shelves across the South West stripped bare, prompting schools to enforce a proactive ban on the drink.

On Monday, Harvey Primary School issued a warning to parents on the school’s Facebook page that bottles of Prime were not permitted on school grounds.

“Not suitable for school” the message read on Harvey Primary School’s Facebook page.

“We are aware that some shops have begun to stock Prime Hydration Drinks.

“Prime is made by popular YouTubers Logan Paul and KSI. Prime Hydration bottles carry the label ‘Not suitable for children under 15 years of age’.

“Students are not to bring these drinks to school or consume these drinks on school grounds during school hours.”

On Tuesday evening, a fight reportedly broke out at the Dalyellup skate park between students at a nearby school, with a group of children found fighting over the drink when bystanders had to step in before the violence escalated.

The incident was reported on social media community groups, but local police say they were not called to the scene.

Education Department deputy director-general for student achievement Jim Bell said food and drink policies were in place at all WA schools, and principals could “proactively” ban a drink from school grounds.

“Healthy food and drink policies are in place at all WA public schools and principals adopt a whole-school approach to encourage healthy eating and drinking for students,” he said.

“The product indicates it is not suitable for primary-aged children and principals may proactively let parents and carers know that students shouldn’t bring this drink to school.”

The controversy comes a month after Bridgetown banned the sale of energy drinks to children under 18 years of age following community concern at a spike in anti-social behaviour.