From Prime to Monster – Why energy drinks are the ultimate ick

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Helen Coffey
© UK Independent

Remember when Prime, the viral energy drink launched by kingpin YouTubers KSI and Logan Paul, was a thing? That brief, bizarre spell of 2022-23 when it felt like the world had collectively lost its mind?

For those over the age of 30 – or who don’t live under the same roof as a teenage boy – perhaps the phenomenon passed you by. The drink brand featured two categories (“hydration” and “energy”) and became an overnight sensation due to online hype, selling out in stores the world over.