They are a multi-billion dollar global industry, a vital pick-me-up for gig-economy workers and – thanks to KSI and Logan Paul’s Prime – a cult among teens. But what are these sugary, often hyper-masculine brands doing to those who drink them?
. Viewers tuned in expecting to see the pair doing the latest in a series of highly publicised boxing matches, instead of which they announced that they were “no longer rivals” but had come together as co-creators of a soft drinks company. In just three months, by the end of March 2022, sales of Prime had reached over $10m worldwide. In December, there were said to bein British branches of Aldi after the supermarket started selling Prime Hydration.
Maybe Prime fans really believe that the drink will make them feel extra-hydrated in some deep but not entirely defined way. The label boasts that “with bold, thirst quenching flavours to help you refresh, replenish, and refuel, Prime is the perfect boost for every endeavor”.
Elixirs and tonics of one kind or another have been around for centuries but the first true energy drink seems to have been something called Dr Enuf, the creation of a chemist from Chicago . The original version of Dr Enuf was a lemon-lime flavour beverage and, like most energy drinks today, its basic ingredients, apart from water, were sugar, caffeine and vitamins.
One of the key ingredients in Lipovitan-D was taurine, a booster that was originally manufactured from ox bile but which is now synthesised in a factory. Taurine is an amino acid which is naturally present in meat, poultry and fish, and it is part of the formula of almost all modern energy drinks, even though its effects as a supplement are far from clear.
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