LOUISVILLE, KENTUCKY: The 'PRIME' range of energy drinks developed by Prime Hydration, LLC is promoted by YouTubers and online personalities KSI and Logan Paul. After its release in 2022, the brand was able to gain massive popularity, with the products flying off the shelves continuously. The brand has since then successfully ventured into sports sponsorships, including Timmy Hill's number 13 NASCAR car.
Moreover, PRIME will reportedly become the new energy drink partner of FC Barcelona after the club's existing contract with Gatorade ends on June 30, according to Mundo Deportivo.
Barcelona's new official energy drink
Since the brand PRIME entered the market in 2022, its growth has been exponential. They presently serve as the official beverages partner for Premier League heavyweights Arsenal and UFA, and they will be soon sponsoring Barcelona, as per reports. Through the collaboration, Barcelona's brand is expected to grow, especially in the US market, as PRIME is backed by Internet sensations like Paul and KSI. Moreover, the defending La Liga winners will play against teams like Juventus, Arsenal, Real Madrid, and AC Milan on their preseason tour in the US during July.
PRIME was developed by Paul and KSI to highlight what occurs when sworn enemies work together as brothers and business partners to fill the gap where excellent taste meets practicality. Since launching their first product, PRIME Hydration, in 2022, the duo has worked tirelessly to grow their merchant network, penetrate new regions, and develop new items that consumers would like. The process of building a true brand and outperforming some of the largest beverage corporations in the world has humbled them. Since they were once underdogs, they use the brand to constantly inspire others.
Medical experts raise concerns over PRIME's energy drinks
Many young customers are regularly consuming PRIME products, worrying parents about possible health consequences. As the drinks are heavily promoted on platforms like TikTok, the brand has become a status symbol among the youth. The beverage, which is available in hydration and energy varieties, is well-liked by children. The variant labeled "hydration drink" contains coconut water, vitamins, electrolytes, and antioxidants and lacks caffeine.
However, some specialists watching out for younger customers have expressed concerns about the canned variety of the PRIME energy drink, which does include caffeine. While an 8.4-ounce can of Red Bull has 80 milligrams of caffeine and a 12-ounce can of Coca-Cola has 34 mg, a 12-ounce can of PRIME Energy has 200 milligrams of caffeine. And according to ABC News medical expert Dr Alok Patel, it's "a huge amount of caffeine." "That is too much for any growing child. That much caffeine can cause some adverse effects, such as disrupted sleep, mood disorders, upset stomach, even abnormal heart rhythms," Patel said on the issue. Notably, PRIME energy drinks do come with warning labels stating that they shouldn't be consumed by anybody under the age of 18.
