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Prime (drink)

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PRIME
Prime's logo
Various flavors of Prime Hydration
A selection of different flavors of Prime Hydration
TypeSports drink, drink mix, energy drink
ManufacturerPrime Hydration, LLC
DistributorCongo Brands
Country of origin 
  • United Kingdom
  • United States
IntroducedJanuary 4, 2022; 2 years ago (2022-01-04)
WebsiteU.S. website
UK website

Prime is a range of sports drinks, drink mixes and energy drinks created and marketed by Prime Hydration, LLC. The range is promoted and founded by internet personalities Logan Paul and Olajide "KSI" Olatunji. 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 media hype associated 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.

Products

Prime Hydration, LLC is affiliated with Congo Brands, co-owned by American businessmen Max Clemons and Trey Steiger.[1] In the United Kingdom, where the product was launched in June 2022,[2][3] it was originally shipped from the United States, and is now manufactured by Refresco.[4]

The Prime labeling is used on energy drinks, sports drinks and drink mixes.[5] The sports drinks, described by the manufacturer as "hydration drinks",[6] are made up of 10 percent coconut water and contain electrolytes, B vitamins and BCAAs.[7] The manufacturers state that this version of the product contains no added sugar, is caffeine-free, and has around 20 calories per bottle.[7] It is sweetened with acesulfame potassium and sucralose, like many other sugar-free drinks.[8] Prime Hydration flavors include: Ice Pop, Tropical Punch, Orange, Lemonade, Lemon Lime, Blue Raspberry, Grape, Strawberry Watermelon, Meta Moon, Orange and Mango, Glowberry (Sour Apple), Goalberry (Berry), Cherry Freeze, Strawberry Banana, Strawberry Lemonade, Citrus Kiwiberry and Dragon Fruit Acai.[7][9][10] Smaller bottles of the Ice Pop, Cherry Freeze, and Strawberry Banana flavors are included in boxes of Lunchly, a brand of snack kits also created by KSI and Logan Paul alongside MrBeast.

The energy drink, which was launched in 2023,[11] contains 200 mg of caffeine and shares several flavors with its sports drink counterpart.[12] The company also produces Prime Hydration+ Sticks which have released special flavors in collaboration with the Dodgers baseball team,[13] and with FC Bayern Munich.[14] There are other limited-edition bottles such as the Ice Pop Prime Card Misfits bottles, Lemonade Venice Beach and Lemonade Piñata Colada.[15]

Reception

Prime has been promoted by YouTubers KSI and Logan Paul.

On January 4, 2022, YouTubers KSI and Logan Paul,[16] with collectively more than 40 million YouTube subscribers and millions of followers on other platforms,[17][18] announced on a live Instagram feed that they had founded a new drinks company known as Prime Hydration.[19] Their involvement led to a social media hype around the product,[8][18] which was followed by demand from school-age children, particularly teenage boys.[17][20][21]

According to the Evening Standard, the surge in demand caused high prices among online resellers,[22] including an eBay listing offering twelve bottles for £400.[23] Sky News reported that the release of the drink sparked "chaotic scenes" at Asda[4] and Aldi supermarkets in the United Kingdom.[24][25] A Financial Times article conveyed a London teacher's account of how children who only possessed used Prime bottles, filled with water, were "catapulted to higher status among their peers".[16]

Mary McCarthy of The Independent, commenting on the way Prime was being marketed through social media, suggested that KSI and Logan Paul had undue influence on the product's main market—young boys—and that "cold, calculating big business" was working with individuals whose attitude towards women was questionable, and whose output was often misogynistic, aimed at boys "waiting to be told what to think".[26]

Gordon Ramsay reviewed the drink on Heart radio, describing it as "like swallowing perfume", and giving it 0/10.[27] Boxer Chris Eubank Jr. also tried the drink saying "It's very sweet, I mean it says it's naturally flavoured. It doesn't taste bad, but it's not a natural flavour of drink".[28]

See also: Energy drink § Regulations

Prime Energy, which contains elevated levels of caffeine, has been banned or restricted from minors in multiple countries due to regulations limiting caffeine content.[29] The drink has also been banned in schools in several countries.[30][31]

Australia

Several Australian schools have instituted bans on Prime Energy drinks, as a health risk to students due to its high caffeine levels. ABC News noted that the Food Standards Australia New Zealand legal limit for caffeine was 32 mg per 100 ml, while Prime contains around 56 mg per 100 ml. A sports dietician, who described the drink as an "addictive substance" went on to state that "giving a dose of caffeine to young children who've got ... developing cognitive function is not a wise idea". ABC noted that the drink, on sale in Woolworths stores, carried a disclaimer stating that the drink "is not suitable for children under the age of 15, pregnant or breastfeeding women, and should only be used under medical or dietetic supervision".[32]

In March 2023, several schools in Queensland, Victoria[33] and Western Australia banned the Prime Energy.[34] In April, several New South Wales schools followed.[35]

In April 2023, a store in Perth controversially allowed the sale of Prime Energy to minors.[36]

Bosnia and Herzegovina

On November 30, 2023, the Federal Sanitary Inspection of the Federation of Bosnia and Herzegovina prohibited the import of 1,596 bottles of Prime Ice Pop Hydration due to testing showing inaccuracies on the nutrition label.[37]

Canada

On July 12, 2023, Health Canada issued a recall on various caffeinated and non-bilingual-labeled drinks, including Prime.[38] This decision came after many complaints of the high volume of caffeine in the product, which exceeds the maximum 180 mg allowed in Canada. Furthermore, food products sold in Canada must have bilingual (English and French) packaging as both languages are official languages in Canada.[39]

Denmark

In Denmark, some retailers had begun parallel importing Prime beverages before an official launch of the product in the country.[40] This led to issues as Prime Energy was not compliant with Danish regulations, as the drink's caffeine concentration exceeded the approved limit. The Danish Veterinary and Food Administration announced that it advised five retailers to pull the parallel imported product.[41]

In June 2023, Prime Hydration launched officially in the country, kicking off in Salling Group supermarkets and Circle K convenience stores.[42] For the product to be compliant and distributed in the country, the Prime Hydration product had been modified to not contain vitamin A, and the Prime Energy drinks were not subject to sale, as they were above the regulatory limit for caffeine.[43]

Latvia

In 2024, the Food and Veterinary Service of Latvia suspended imports of Prime Hydration into the country as a result of discrepancies between the Latvian-language label and the original English-language label. It ordered the company to immediately address its compliance with labelling regulations.[44] The agency had already banned the sale of Prime Energy to minors due to its high caffeine content.[45]

Netherlands

On August 8, 2023, the Netherlands blocked the sale of Prime Energy due to its high caffeine content.[46]

New Zealand

In New Zealand, it is illegal to sell the Prime Energy drink as it contains 579 mg of caffeine per litre, which is above the legal limit of 320 mg. Police Minister Ginny Andersen warned that businesses selling the product can face fines up to NZ$100,000.

The drink was previously available on retail website Trade Me, but listings were removed following enquiries by media company Stuff.[29]

Norway

In Norway, sales of both the Energy and Hydration variants were initially banned in 2023, but were both sold by import shops online or purchased from Sweden and then resold by consumers until authorities halted such sales in May 2023. Prime Hydration was initially barred from sales due to levels of vitamin A being above national regulations. In July 2023, a European variant was launched that adhered to European and Norwegian consumer standards and regulations. Prime Energy remained banned from sales as it contains 579 mg of caffeine per litre, which is above the Norwegian legal limit of 320 mg, but in 2024 a variant with reduced caffeine content became available in Norwegian stores.[47]

The brand and drink sparked controversy in June 2023, when creators Logan Paul and KSI visited Oslo as part of their European tour promoting the upcoming launch of the drink. The promotional event, which gathered more than 2,000 fans and was heavily advertised in social media, was criticized for the lack of security and organization, which led to 70 people needing medical attention due to heat and crowding.[48]

Slovenia

On November 13, 2023, the Inspection by the Administration of Food Safety, Veterinary Medicine and Plant Protection of the Republic of Slovenia banned the sale of Prime Energy drinks in Slovenia as they contain L-theanine, which is not allowed in non-alcoholic beverages. Prime Hydration may be freely sold.[49]

United States

On July 9, 2023, Senator Chuck Schumer urged the U.S. Food and Drug Administration to investigate Prime Energy due to its high caffeine content, and because of unclear marketing which could lead to parents purchasing a "cauldron of caffeine" for children.[50][51]

PFAS lawsuit

In August 2023, the Milberg law firm filed a lawsuit against Prime Hydration in the Northern District of California. Independent chemical analyses revealed harmful PFAS levels in several Prime flavors, notably the grape variant. Elizabeth Castillo, a California resident and plaintiff in the lawsuit, stated that the undisclosed presence of PFAS would have influenced her decision not to purchase Prime, seeking US$5 million in damages.[52][53]

Paul challenged Castillo's claims, arguing that Prime contained only 0.06 parts per trillion (ppt) of PFAS, citing the United States Environmental Protection Agency's (EPA) standards, which deem measurements below 1.1 ppt unreliable due to detection limitations. Castillo and the Milberg law firm countered, asserting adherence to industry standards for PFAS detection in their independent testing, while also noting that Prime's PFAS levels exceeded the EPA's recommended lifetime health advisory.[52][53]

Advertising and publicity

Prime was the sponsor for Timmy Hill's number 13 MBM Motorsports car for one race in the NASCAR Xfinity Series.[54] In their official statement they said it meant they have "access to talent and footballers which they do leverage in some of their marketing".[18]

In July 2022, Premier League club Arsenal announced a joint marketing agreement with the company, with Prime becoming the official sports drink supplier for the club.[55][56][57] In 2023, KSI had plans to make an Arsenal-flavored bottle if they were to win the Premier League.[58] However, after a loss to Nottingham Forest, which led to rivals Manchester City winning the Premier League, the flavor was shelved and plans were cancelled.[59]

In January 2023, the Ultimate Fighting Championship announced a joint marketing agreement with the company, with Prime becoming the official sports drink supplier for the mixed martial arts promotion company.[60][61] Prime signed several athletes to sponsorships, including Alex Volkanovski, Israel Adesanya, Patrick Mahomes, Alisha Lehmann and Erling Haaland.[62][63] In February, Prime was promoted in a Super Bowl LVII commercial.[64] In the summer of the same year, FC Barcelona and FC Bayern Munich signed a sponsorship agreement with Prime.[65][66] In November, Toronto Maple Leafs player Auston Matthews signed a sponsorship agreement.[67]

In February 2024, NASCAR champion and Hendrick Motorsports driver Kyle Larson signed a sponsorship agreement with Prime.[68]

In February 2024, Borussia Dortmund signed a sponsorship agreement with Prime.[69]

For April Fools' Day in 2024, Paul announced a partnership with KFC to introduce a Kentucky Fried Chicken flavor.[70]

In April 2024, Prime became the first center-ring mat sponsor of WWE, for which Paul performs, when it was revealed during the March 8, 2024, episode of SmackDown. Since WrestleMania XL, it sponsors all of WWE's premium live events.[71][72] Since WrestleMania XL, a stand with a Prime bottle prop at ringside (dubbed the "Hydration Station") has been used during episodes of Raw and SmackDown (in addition to the livestreaming events).[73][74]

On July 19, 2024, the U.S. Olympic and Paralympic Committee filed a legal case against the brand for infringing the Olympics copyrights while the drink was being advertised.[75] The lawsuit, filed in Colorado, accuses Prime of using trademarked Olympic phrases and symbols on a special edition of its drink featuring basketball star and three-time Olympic gold medallist Kevin Durant.[76]

On August 14, 2024, Juventus signed a sponsorship agreement with Prime.[77]

In the 2023 South Park television special "Not Suitable for Children," the energy drink Cred becomes a popular trend among children. The drink is a parody of Prime, mimicking its bottle design.[78]

In 2024 Más+, sponsored by Lionel Messi, launched and was criticized for its similarity to Prime.[79][80]

References

  1. ^ Sommerlad, Joe (January 1, 2023). "Who actually owns Prime energy drinks?". The Independent. Archived from the original on January 5, 2023. Retrieved January 11, 2023.
  2. ^ Butler, Sarah (October 28, 2022). "Prime market: YouTube star Logan Paul's £2 energy drink listed on eBay for £10k". The Guardian. ISSN 0261-3077. Retrieved April 23, 2023.
  3. ^ Louis, Nathan (June 17, 2022). "KSI returning to Watford today to launch drink with Logan Paul". Watford Observer. Retrieved April 23, 2023.
  4. ^ a b Butler, Sarah (October 28, 2022). "Prime market: YouTube star Logan Paul's £2 energy drink listed on eBay for £10k". The Guardian. Archived from the original on January 11, 2023. Retrieved January 11, 2023.
  5. ^ "PRIME By Logan Paul x KSI". PRIME. Archived from the original on January 17, 2023. Retrieved January 19, 2023.
  6. ^ Ross, Alex (March 4, 2023). "School in Bristol bans Prime drink over what's inside the bottles". Bristol World. National World. Archived from the original on March 31, 2023. Retrieved March 31, 2023.
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  8. ^ a b DeLaire, Megan (December 21, 2022). "What to know about Prime Hydration, the expensive sports drink hyped on social media". CTVNews. Bell Media. Archived from the original on January 4, 2023. Retrieved January 4, 2023.
  9. ^ Horetski, Dylan (August 28, 2023). "Prime makes Glowberry hydration flavor official with unique bottle design". Dexerto. Retrieved October 14, 2024.
  10. ^ "KSI reveals limited edition Prime Hydration flavor exclusive to the UK - Dexerto". Dexerto. February 14, 2023. Launching on February 17, the new Mango flavor will be available exclusively through a Prime x KSI bundle on the official UK store page.
  11. ^ Reid, Claire (January 4, 2023). "New Prime Energy drink unveiled that's coming to the UK very soon". LADbible. Archived from the original on January 5, 2023. Retrieved January 12, 2023.
  12. ^ Wilson, Bee (May 31, 2023). "'Logan Paul reveals new Ice Pop Prime Energy flavor'". Dexerto. Archived from the original on May 30, 2023. Retrieved May 30, 2023.
  13. ^ Li, Nicolaus (March 31, 2023). "Logan Paul and KSI's PRIME Becomes Dodgers' Official Sports Drink". HYPEBEAST. Retrieved October 14, 2024.
  14. ^ "FC Bayern Munich announces PRIME Hydration as official isotonic partner". FC Bayern. August 10, 2023. Retrieved October 14, 2024.
  15. ^ Robson, Shay (December 6, 2023). "Prime reveals new limited-edition Piñata Colada flavor to celebrate Mexico launch". Dexerto.
  16. ^ a b Jacobs, Emma (March 11, 2023). "The playground Prime craze is a lesson in modern marketing". Financial Times. Archived from the original on March 30, 2023. Retrieved March 30, 2023.
  17. ^ a b Ng, Kate (April 28, 2023). "It tastes foul. It's impossible to buy. But Prime has become a playground obsession". The Independent. Retrieved April 30, 2023. The wild popularity of Prime can be credited to KSI and Paul. KSI, a British rapper and boxer whose real name is Olajide Olayinka Williams Olatunji, has 24.1 million subscribers on YouTube, 11.1 million followers on TikTok and 12.7 million followers on Instagram. Meanwhile, YouTuber-turned-boxer Paul boasts 23.6 million subscribers on the video-sharing platform and 25.5 million followers on Instagram. Combined, these two men wield influence over nearly 100 million followers—more than the population of Vietnam.
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  34. ^ Whelan, Chloe (March 29, 2023). "'Dangerous': Schools ban cult energy drink". news. Retrieved May 19, 2023.
  35. ^ Riddle, Rebecca (April 20, 2023). "PRIME hydration drinks' hype running dry at NSW schools".
  36. ^ Livingstone, Tom (2022). "Shop owner selling controversial Prime energy drink 'not worried' about children buying it". 9now.nine.com.au. Retrieved October 14, 2024.
  37. ^ S.M. (November 30, 2023). "Inspekcija zabranila uvoz napitka Prime Ice Pop u BiH" (in Bosnian). Klix.ba. Retrieved November 30, 2023.
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  39. ^ "Bilingual food labelling". inspection.canada.ca. July 6, 2022. Retrieved July 13, 2023.
  40. ^ Nygaard, Laura Rode (April 25, 2023). "Børn gik amok, og politiet måtte tilkaldes: Derfor er Prime-energidrikke så rasende populære". bt.dk (in Danish). Retrieved June 17, 2023.
  41. ^ "Sale of popular Prime energy drink 'not legal' in Denmark". The Local. May 2, 2023. Retrieved May 2, 2023.
  42. ^ Stack3d (June 3, 2023). "Conaxess Trade bringing Prime Hydration to Denmark and Norway". Stack3d. Retrieved June 17, 2023.{{cite web}}: CS1 maint: numeric names: authors list (link)
  43. ^ "Prime kommer til Danmark i særlig form - TV 2". nyheder.tv2.dk (in Danish). May 31, 2023. Retrieved June 17, 2023.
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  49. ^ "Inšpekcija prepovedala prodajo pijače Prime zaradi nedovoljene sestavine" [Inspection Bans Sale of Prime Because of an Unauthorised Ingredient]. Delo.si (in Slovenian). November 13, 2023.
  50. ^ Butera, Isabelle (July 9, 2023). "Schumer calls for FDA probe into caffeine content of PRIME energy drinks". USA Today. Retrieved July 9, 2023.
  51. ^ Wulfhorst, Ellen (July 9, 2023). "Prime energy drink peddled by Logan Paul, KSI is danger to kids: Sen. Schumer". New York Daily News. Retrieved July 9, 2023.
  52. ^ a b Limehouse, Jonathan (April 24, 2024). "'Zero evidence': Logan Paul responds to claims of Prime drinks containing PFAS". USA Today. Retrieved May 10, 2024.
  53. ^ a b Eckert, Brian (August 7, 2023). "PFAS in Prime Hydration Grape Sports Drink Draws Milberg Lawsuit". Milberg. Retrieved May 10, 2024.
  54. ^ Gutelle, Sam (May 23, 2022). "Logan Paul and KSI are getting some Prime advertising space on the NASCAR circuit". Tubefilter. Archived from the original on July 28, 2022. Retrieved July 28, 2022.
  55. ^ "FC Barcelona signs partnership with isotonic drinks brand PRIME". fcbarcelona.com. July 1, 2023.
  56. ^ "Arsenal partners with PRIME hydration drink". arsenal.com. July 27, 2022.
  57. ^ O'Brien, Sean (July 28, 2022). "DRINK IT IN Arsenal team up with Logan Paul and KSI – who was 'sick' of being a Gunners fan in 2019 – as YouTube boxer celebrates 'childhood dream' with hydration deal". Talksport. Archived from the original on July 28, 2022. Retrieved January 10, 2023.
  58. ^ "Fans react as KSI promises to release special PRIME bottle if Arsenal win title". talkSPORT. May 9, 2023. Retrieved May 21, 2023.
  59. ^ Weber, Tom (May 20, 2023). "PRIME bottlers: KSI's Arsenal drink shelved after Man City title win". FootballTransfers. Retrieved May 21, 2023.
  60. ^ "Logan Paul and KSI laugh at Pimblett after signing Prime x UFC deal despite previous rivalry". February 2, 2023. Archived from the original on February 4, 2023. Retrieved February 4, 2023.
  61. ^ "UFC ANNOUNCES GLOBAL MARKETING PARTNERSHIP WITH LOGAN PAUL AND KSI FOR THEIR PRIME BEVERAGE BRAND | UFC". ufc.com. January 31, 2023. Archived from the original on February 4, 2023. Retrieved February 4, 2023.
  62. ^ "Logan Paul and KSI's PRIME Announces Patrick Mahomes as Its Newest Athlete". December 18, 2023.
  63. ^ "Logan Paul's PRIME Signs Israel Adesanya and Alex Volkanovski As First Official Athletes". June 5, 2023.
  64. ^ Graham, Megan (February 12, 2023). "YouTube Stars Run Ad for Sports Drink Prime". WSJ. Archived from the original on February 13, 2023. Retrieved February 13, 2023.
  65. ^ "FC Barcelona Set To Sign Deal With Prime Energy Drink: Reports". Forbes. June 24, 2023.
  66. ^ "FC Bayern Munich announces PRIME Hydration as official isotonic partner". FC Bayern Munich. August 10, 2023. Today, FC Bayern Munich announced its partnership with Logan Paul and KSI's popular beverage brand, PRIME. Founded by the YouTube stars in 2022, PRIME's flagship product, Hydration, a sports drink alternative, will be the official isotonic partner for the club of 33-time German champions.
  67. ^ TSN ca Staff (November 1, 2023). "Toronto Maple Leafs centre Auston Matthews signs endorsement deal with Prime sports drink". TSN. Retrieved February 10, 2024. During an appearance in Toronto this past weekend, the World Wrestling Entertainment-contracted Paul hinted that they had signed a Leafs player. 'We may have just signed someone from the Toronto Maple Leafs to Prime," Paul told fans at Yonge-Dundas Square. "I can't say who it is yet, but be on the lookout because we got another big signing.'
  68. ^ "Kyle Larson signs endorsement deal with Logan Paul and KSI's Prime sports drink brand". February 14, 2024.
  69. ^ "BVB and PRIME announce partnership". February 21, 2024.
  70. ^ Paul, Logan [@LoganPaul] (April 1, 2024). "FRIED CHICKEN PRIME IS HERE!! Our boldest flavor yet 🍗" (Tweet). Retrieved May 10, 2024 – via Twitter.
  71. ^ "WWE® & PRIME HYDRATION STRIKE RECORD-SETTING GLOBAL PARTNERSHIP FEATURING FIRST-EVER RING MAT BRANDING". WWE. March 8, 2024. Retrieved March 9, 2024.
  72. ^ Barrasso, Justin (March 9, 2024). "WWE Partners with Logan Paul's PRIME, Will Have Logo On Ring Mat". Sports Illustrated. Retrieved March 9, 2024.
  73. ^ Scherer, Dave (May 20, 2024). "SOMEONE REALLY DOESN'T LIKE JEY USO, MAKING USE OF THE PRIME STATION, ILJA-GUNTHER AND MORE". Pro Wrestling Insider. Retrieved July 5, 2024. So, WWE has the Prime "Hydration Station" ring side now. Yes, it's a big ad for Logan and his business. But is it just a prop for props sake (or plunder for advertising purposes), or is it something that can (or should) be used for its named purpose? Wouldn't the ad be even better for Prime if someone needed to actually get a drink? I'm thinking especially at the Saudi show or this summer outdoors in Cleveland. And how well are the wrestlers hydrating and is there a time during a match when if they needed to get something that they would be able to?
  74. ^ Pulido, Luis (April 7, 2024). "WWE WrestleMania XL Night Two (4/7/2024) Results: Roman Reigns vs Cody Rhodes, Bayley vs Iyo Sky". Fightful. Retrieved July 5, 2024. Reigns hit Rhodes with a giant PRIME bottle from the PRIME Hydration Station before they headed to the crowd area.
  75. ^ Angela Yang (July 21, 2024). "U.S. Olympic Committee hits Logan Paul's drink brand with trademark infringement suit". NBC News. Retrieved July 22, 2024.
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  77. ^ "JUVENTUS ANNOUNCES PARTNERSHIP WITH PRIME!". August 14, 2024.
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  79. ^ Brigstock, Jake (June 5, 2024). "What is Mas+? Lionel Messi's energy drink that has been accused of 'ripping off' Prime | indy100". indy100.com. Retrieved August 24, 2024.
  80. ^ Valinsky, Jordan (June 4, 2024). "Lionel Messi is taking on Prime with a new sports drink | CNN Business". CNN. Retrieved August 24, 2024.
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