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Ethical brand ratings and accreditation since 2001

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How ethical is PRIME?

PRIME is a soft drinks brand which has a below-benchmark score on The Good Shopping Guide’s Ethical Soft Drinks Ratings Table. Although PRIME has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in PRIME if it applied for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement. Find out more about the ethical issues facing the Soft Drinks sector.

What does PRIME do?

PRIME is a range of sports and energy drinks which is promoted by famous YouTubers Logan Paul and KSI. The products were first marketed in 2022 and came under fire for being marketed to children despite their high caffeine concentration.

In which areas does PRIME perform poorly?

PRIME was marked down under our criteria for Organic and Vegetarian due to a lack of certification for either category. It also gets a bottom score for its Environmental Report as there is no information available for this. Find out more about how we rate by exploring our ethical criteria.


Past Criticisms of PRIME’s record

PRIME has come under almost constant fire since its release. The US Food and Drug Administration is investigating the brand for marketing itself as ‘healthy’ despite containing more caffeine per drink than two cans of Red Bull. There have also been accusations that despite its claims to be a ‘health’ drink, PRIME contains substances shown to cause cancer, and those associated with thyroid disorders and immunotoxicity effects.


In which areas does PRIME score well for its ethics?

We found no criticisms relating to; GM, Nuclear, Fossil Fuels, Animal Welfare, Political Donations or Armaments, therefore PRIME scores well across these criteria. Find out more about how we rate.

How can PRIME improve its ethical rating?

The below-benchmark score that PRIME is awarded with on The Good Shopping Guide’s Ethical Soft Drinks Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, PRIME has some issues to resolve, including its lack of a sustainability report. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give PRIME some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating