5/6/2023 0 Comments Red bull caffeine contentA lemon-lime flavoured drink, it contains B vitamins, caffeine and cane sugar. The first energy drink is believed to be Dr Enuf, created by a Chicago businessman in 1949 and still for sale in some US regions. The European Food Safety Authority (EFSA) defines energy drinks as “non-alcoholic drinks that contain caffeine (usually the main ingredient), taurine, vitamins and sometimes a combination of other ingredients (eg guarana and ginseng)”.Įnergy drinks are the fastest-growing sector in the global soft drinks market, but they’ve been around for over 70 years. Prime is a hugely successful hydration and energy drink company co-owned by UK Rapper and social media personality KSI and US YouTuber Logan Paul. Someone had bought it and was re-selling it privately. “I went on eBay for 10 days trying to track it. Knowing her son is so into collecting the bottles, she gave him one as a Christmas present that she sourced on eBay for £30 (€34.25). “It’s become a bit of a crazy monkey,” he says, adding that he has school friends selling it for three times the recommended price.ĭaniel’s mum says word has gone around WhatsApp and mums’ groups about Prime. He’s all too aware of the hype surrounding Prime. For the bottle, I prefer the Blue Raspberry one. His appreciation of the drink itself varies depending on the flavour. They’re very popular among a lot of my friends, they collect them too.” “I got the first bottle and pretty much kept every one I got after that. Demand, she says, is being “driven by young people and actioned by parents”.ĭaniel, a 13-year-old in secondary school, has a collection of about a dozen Prime bottles. Prime is a really good example of this,” she says, referring to the chaotic shove-and-grab hysteria the drink provoked in supermarkets in late 2022. These companies rely on children, young people, doing the promotion for them. Lake notes Prime’s use of social media and influencers rather than traditional advertising routes. And it’s definitely on its way over here.” “The market has been pump-primed - to excuse the pun - so the market’s ready for the caffeinated version. Lake believes the ground has been prepared for Prime Energy’s arrival on this side of the Atlantic. Kathryn Stewart, a dietician at Dublin Nutrition Centre, says this is twice the amount in a cup of coffee, and three to four times the caffeine content of a cup of tea.ĭietician Kathryn Stewart of the Dublin Nutrition Centre. Prime Energy however contains 200mg caffeine. It contains coconut water, amino acids, B vitamins and electrolytes, has no added sugar or caffeine and comes in flavours such as Ice Pop, Meta Moon and Tropical Punch. On its website, Prime Hydration professes to have “bold, thirst-quenching flavors to help you refresh, replenish, and refuel”. And the caffeinated form is coming to the UK.” It’s not available in caffeinated form in the UK - it is in the US. Prime Hydration isn’t what we’d describe as an energy drink - it’s a rehydration-type drink. “When I noticed the hype around Prime, my first reaction was surprise. The Irish-born academic, originally from Co Tyrone, is associate director of Fuse, The Centre for Translational Research in Public Health (). Professor Amelia Lake, professor of public health nutrition at Teesside University in the UK, has been researching energy drinks in the context of children and teens for almost 10 years. Huge markups have been reported here too, such as 500ml bottles being sold for €13 in Galway and a hefty €18 in Cork. Prime is not widely available in Ireland and the big supermarket chains aren’t carrying it, though some corner-type shops are. There were reports of 10-year-olds obsessed with the drink, and teen boys happy to pay £8 for a bottle the supermarket price is about £2. And no wonder: When British branches of Aldi began stocking the drink in December, it reportedly sold out “within 30 seconds” after “shocking scenes” that saw “shoppers fight off kids” to get their hands on a bottle.
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