Prime (drink)
Prime (stylized as PRIME) is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration, LLC. The range is promoted by YouTubers and internet personalities Logan Paul and KSI. The announcement and the release of the product in 2022 was followed by a social media hype associated with these social media personalities, who have tens of millions of followers combined. It was also promoted through mainstream sports sponsorship deals. Prime Hydration produces a variety of energy drinks, sports drinks, and drink mixes containing varying levels of caffeine, electrolytes, and added micronutrients. Prime energy drinks have generated controversy due to their marketing campaign, which has been criticized for targeting children and adolescents, in conjunction with their high concentration of caffeine. Several countries, jurisdictions, and primary and secondary schools have banned or restricted the drink due to its caffeine content exceeding legal limits, or otherwise being deemed unsafe for children to consume. Products Prime Hydration, LLC is affiliated with Congo Brands, co-owned by American businessmen Max Clemons and Trey Steiger. In the United Kingdom, where the product was launched in June 2022, it was originally shipped from the United States, and is now manufactured by Refresco.