Prime drink: How KSI and Logan Paul made it so popular

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Prime drink: How KSI and Logan Paul made it so popular – BBC News\u003cdiv style=\”padding:16px;\”> \u003ca href=\”https://www.instagram.com/p/Ce86jCMAZ4z/?utm_source=ig_embed&utm_campaign=loading\” style=\” background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\” target=\”_blank\”> \u003cdiv style=\” display: flex; flex-direction: row; align-items: center;\”> \u003cdiv style=\”background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\”>\u003c/div> \u003cdiv style=\”display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\”> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\”>\u003c/div> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\”>\u003c/div>\u003c/div>\u003c/div>\u003cdiv style=\”padding: 19% 0;\”>\u003c/div> \u003cdiv style=\”display:block; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\”>View this post on Instagram\u003c/div>\u003c/div>\u003cdiv style=\”padding: 12.5% 0;\”>\u003c/div> \u003cdiv style=\”display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\”>\u003cdiv> \u003cdiv style=\”background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\”>\u003c/div> \u003cdiv style=\”background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\”>\u003c/div> \u003cdiv style=\”background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\”>\u003c/div>\u003c/div>\u003cdiv style=\”margin-left: 8px;\”> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\”>\u003c/div> \u003cdiv style=\” width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\”>\u003c/div>\u003c/div>\u003cdiv style=\”margin-left: auto;\”> \u003cdiv style=\” width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\”>\u003c/div> \u003cdiv style=\” background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\”>\u003c/div> \u003cdiv style=\” width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\”>\u003c/div>\u003c/div>\u003c/div> \u003cdiv style=\”display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\”> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\”>\u003c/div> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\”>\u003c/div>\u003c/div>\u003c/a>\u003cp style=\” color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\”>\u003ca href=\”https://www.instagram.com/p/Ce86jCMAZ4z/?utm_source=ig_embed&utm_campaign=loading\” style=\” color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\” target=\”_blank\”>A post shared by PRIME (@drinkprime)\u003c/a>\u003c/p>\u003c/div>\u003c/blockquote>”,”width”:658,”providerIndex”:0,”authorName”:”drinkprime”,”oembedType”:”rich”}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Where they have struggled is getting the drink to people who want to buy it.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Where they have struggled is getting the drink to people who want to buy it.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Supply and demand is the key, says Eddie, who is managing director at The 10 Group – a marketing agency which works with the likes of Visa, Red Bull and Costa Coffee.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Supply and demand is the key, says Eddie, who is managing director at The 10 Group – a marketing agency which works with the likes of Visa, Red Bull and Costa Coffee.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”Limit the supply, and then you create the demand,\” he explains.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”Limit the supply, and then you create the demand,\” he explains.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”This is called scarcity marketing. It’s a technique to encourage customers to make a purchase before the discount goes away or before there is a perceived limited supply.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”This is called scarcity marketing. It’s a technique to encourage customers to make a purchase before the discount goes away or before there is a perceived limited supply.\””,”attributes”:[]}}]}}]}},{“type”:”unorderedList”,”model”:{“blocks”:[{“type”:”listItem”,”model”:{“blocks”:[{“type”:”urlLink”,”model”:{“text”:”YouTuber KSI visits mosque after using racial slur”,”locator”:”https://www.bbc.co.uk/news/newsbeat-65187225″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”YouTuber KSI visits mosque after using racial slur”,”attributes”:[]}}]}}]}},{“type”:”listItem”,”model”:{“blocks”:[{“type”:”urlLink”,”model”:{“text”:”How far can Logan Paul go as a WWE wrestler?”,”locator”:”https://www.bbc.co.uk/news/newsbeat-65239790″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”How far can Logan Paul go as a WWE wrestler?”,”attributes”:[]}}]}}]}},{“type”:”listItem”,”model”:{“blocks”:[{“type”:”urlLink”,”model”:{“text”:”YouTuber and rapper KSI tops UK albums chart”,”locator”:”https://www.bbc.co.uk/news/entertainment-arts-57940455″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”YouTuber and rapper KSI tops UK albums chart”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”For the customer, it comes down to FOMO – the fear of missing out.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”For the customer, it comes down to FOMO – the fear of missing out.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”When something says there are ‘only three of these [items] left’, this taps into something called loss aversion… we don’t want to miss out on a product we believe is in limited supply,\” Eddie says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”When something says there are ‘only three of these [items] left’, this taps into something called loss aversion… we don’t want to miss out on a product we believe is in limited supply,\” Eddie says.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”And we’ve seen it during Black Friday where people have been [fighting] over TVs in supermarkets.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”And we’ve seen it “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”during Black Friday”,”locator”:”https://www.bbc.co.uk/news/av/uk-england-leeds-30243796″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”during Black Friday”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” where people have been [fighting] over TVs in supermarkets.\””,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”And when demand is high but supply is short, that’s when scalpers can swoop in to make a profit.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”And when demand is high but supply is short, that’s when scalpers can swoop in to make a profit.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”When quizzed by Deborah Meaden from Dragon’s Den on BBC’s The One Show, KSI insisted limiting the supply had never been part of his marketing strategy.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”When quizzed by Deborah Meaden from Dragon’s Den on BBC’s “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”The One Show”,”locator”:”https://www.bbc.co.uk/iplayer/episode/m001hjwq/the-one-show-26012023″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The One Show”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:”, KSI insisted limiting the supply had never been part of his marketing strategy.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”We have tried to increase the supply as much as possible and it’s just not enough,\” he says, adding the drink was easier to source in the US than in the UK.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”We have tried to increase the supply as much as possible and it’s just not enough,\” he says, adding the drink was easier to source in the US than in the UK.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“caption”:{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Bottles of the energy drink have been spotted for sale on eBay, with some sellers placing some pretty optimistic listings”,”attributes”:[]}}]}},”image”:{“alt”:”Screenshot of Prime bottles on sale online”,”copyright”:”Screenshot”,”height”:549,”width”:976,”src”:”https://ichef.bbci.co.uk/news/976/cpsprodpb/9DFE/production/_128164404_primescreenshot.jpg”,”srcSet”:”https://ichef.bbci.co.uk/news/240/cpsprodpb/9DFE/production/_128164404_primescreenshot.jpg.webp 240w, https://ichef.bbci.co.uk/news/320/cpsprodpb/9DFE/production/_128164404_primescreenshot.jpg.webp 320w, 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shop owner who regularly posts videos of customers who say they’ve paid him up to £100 for a single can of Prime.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”KSI told Newsbeat he \”genuinely hates\” the resale market and thinks it’s \”taking advantage of people because of the hype\”.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”KSI told Newsbeat he \”genuinely hates\” the resale market and thinks it’s \”taking advantage of people because of the hype\”.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”I hate it. I want everyone to have Prime at a reasonable price. And it’s not fair. Obviously people are gonna say it’s business, but I just think it’s unfair.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”I hate it. I want everyone to have Prime at a reasonable price. And it’s not fair. Obviously people are gonna say it’s business, but I just think it’s unfair.\””,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Eddie says shortages in shops of products such as toilet roll and pasta during the first Covid lockdown is an example of how consumer behaviour can change when people think items will run out.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Eddie says shortages in shops of products such as toilet roll and pasta “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”during the first Covid lockdown”,”locator”:”https://www.bbc.co.uk/news/uk-51989721″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”during the first Covid lockdown”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” is an example of how consumer behaviour can change when people think items will run out.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”Because it goes so quickly, and because people want it so much. All it takes is for the supermarket to say ‘we’re limiting the product’,\” Eddie says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”Because it goes so quickly, and because people want it so much. All it takes is for the supermarket to say ‘we’re limiting the product’,\” Eddie says.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“caption”:{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Arsenal players such as Kieran Tierney have been spotted drinking from Prime branded bottles”,”attributes”:[]}}]}},”image”:{“alt”:”Arsenal’s Kieran Tierney holding a Prime branded bottle”,”copyright”:”Getty Images”,”height”:549,”width”:976,”src”:”https://ichef.bbci.co.uk/news/976/cpsprodpb/C50E/production/_128164405_gettyimages-1425003541.jpg”,”srcSet”:”https://ichef.bbci.co.uk/news/240/cpsprodpb/C50E/production/_128164405_gettyimages-1425003541.jpg.webp 240w, https://ichef.bbci.co.uk/news/320/cpsprodpb/C50E/production/_128164405_gettyimages-1425003541.jpg.webp 320w, https://ichef.bbci.co.uk/news/480/cpsprodpb/C50E/production/_128164405_gettyimages-1425003541.jpg.webp 480w, 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But I’d say for the majority of us, we don’t need a special drink like this one,\” says Dr Patel.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”If you’re exercising super hard, then absolutely [there’s a place for it]. But I’d say for the majority of us, we don’t need a special drink like this one,\” says Dr Patel.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The drink often promotes itself as being better than its competitors, but is there science behind the claim?”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The drink often promotes itself as being better than its competitors, but is there science behind the claim?”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”I definitely don’t think that this drink is better than others,\” Dr Patel says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”I definitely don’t think that this drink is better than others,\” Dr Patel says.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The latest Prime product is an energy drink containing caffeine – which the company says is not recommended for under-18s – and which Linia says should be avoided by younger people.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The latest Prime product is an energy drink containing caffeine – which the company says is not recommended for under-18s – and which Linia says should be avoided by younger people.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”The majority of us don’t need a special drink to hydrate us, just get a good bottle of water,\” she adds.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”The majority of us don’t need a special drink to hydrate us, just get a good bottle of water,\” she adds.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“image”:{“alt”:”2px presentational grey line”,”copyright”:null,”height”:2,”width”:640,”src”:”https://ichef.bbci.co.uk/news/640/cpsprodpb/1226D/production/_105894347_grey_line-nc.png”,”srcSet”:”https://ichef.bbci.co.uk/news/240/cpsprodpb/1226D/production/_105894347_grey_line-nc.png.webp 240w, 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“,”attributes”:[“italic”]}},{“type”:”urlLink”,”model”:{“text”:”Twitter”,”locator”:”https://twitter.com/BBCNewsbeat”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Twitter”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” and “,”attributes”:[“italic”]}},{“type”:”urlLink”,”model”:{“text”:”YouTube”,”locator”:”https://www.youtube.com/channel/UCe1Ef-K5jpnRsmVY5hCBhOw”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”YouTube”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:”.”,”attributes”:[“italic”]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Listen to Newsbeat live at 12:45 and 17:45 weekdays – or listen back here.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Listen to Newsbeat “,”attributes”:[“italic”]}},{“type”:”urlLink”,”model”:{“text”:”live”,”locator”:”https://www.bbc.co.uk/sounds/play/live:bbc_radio_one”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”live”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” at 12:45 and 17:45 weekdays – or listen back “,”attributes”:[“italic”]}},{“type”:”urlLink”,”model”:{“text”:”here”,”locator”:”http://www.bbc.co.uk/programmes/b006wkry/episodes/player”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”here”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:”.”,”attributes”:[]}}]}}]}},{“type”:”topicList”,”model”:{“topics”:[{“title”:”YouTubers”,”url”:”/news/topics/c347lq4ey92t”,”isEvent”:false},{“title”:”YouTube”,”url”:”/news/topics/c77jz3mdmjxt”,”isEvent”:false},{“title”:”Retailing”,”url”:”/news/topics/ce1qrvlegjyt”,”isEvent”:false},{“title”:”Logan Paul”,”url”:”/news/topics/cwm19wg3l15t”,”isEvent”:false},{“title”:”KSI”,”url”:”/news/topics/cxxz8d8qvmpt”,”isEvent”:false}]}},{“type”:”links”,”model”:{“blocks”:[{“type”:”link”,”model”:{“headline”:”How far can Logan Paul go as a WWE wrestler?”,”image”:{“alt”:”Logan Paul”,”copyright”:”Getty 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says.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”And we’ve seen it during Black Friday where people have been [fighting] over TVs in supermarkets.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”And we’ve seen it “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”during Black Friday”,”locator”:”https://www.bbc.co.uk/news/av/uk-england-leeds-30243796″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”during Black Friday”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” where people have been [fighting] over TVs in supermarkets.\””,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”And when demand is high but supply is short, that’s when scalpers can swoop in to make a profit.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”And when demand is high but supply is short, that’s when scalpers can swoop in to make a 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UK.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”We have tried to increase the supply as much as possible and it’s just not enough,\” he says, adding the drink was easier to source in the US than in the UK.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“blocks”:[{“type”:”altText”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Screenshot of Prime bottles on sale online”,”attributes”:[]}}]}}]}},{“type”:”rawImage”,”model”:{“height”:549,”width”:976,”locator”:”9DFE/production/_128164404_primescreenshot.jpg”,”originCode”:”cpsprodpb”,”copyrightHolder”:”Screenshot”}},{“type”:”caption”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Bottles of the energy drink have been spotted for sale on eBay, with some sellers placing some pretty optimistic listings”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”KSI has been especially vocal about scalpers – and even 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Obviously people are gonna say it’s business, but I just think it’s unfair.\””,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Eddie says shortages in shops of products such as toilet roll and pasta during the first Covid lockdown is an example of how consumer behaviour can change when people think items will run out.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Eddie says shortages in shops of products such as toilet roll and pasta “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”during the first Covid lockdown”,”locator”:”https://www.bbc.co.uk/news/uk-51989721″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”during the first Covid lockdown”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” is an example of how consumer behaviour can change when people think items will run out.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”Because it goes so quickly, and because people want it so much. 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But I’d say for the majority of us, we don’t need a special drink like this one,\” says Dr Patel.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The drink often promotes itself as being better than its competitors, but is there science behind the claim?”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The drink often promotes itself as being better than its competitors, but is there science behind the claim?”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”I definitely don’t think that this drink is better than others,\” Dr Patel says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”I definitely don’t think that this drink is better than others,\” Dr Patel says.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The latest Prime product is an energy drink containing caffeine – which the company says is not recommended for under-18s – and which 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queues outside Aldi again on Tuesday as the supermarket brought in new supplies of Prime.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”But it appears it wasn’t a one-off because there were queues outside Aldi again on Tuesday as the supermarket brought in new supplies of Prime.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Shoppers can choose from six different flavours this time, with a bottle selling for £1.99.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Shoppers can choose from six different flavours this time, with a bottle selling for £1.99.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”With restocks selling out as fast as they arrive, it’s also spawned a black market with people selling bottles for huge prices online.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”With restocks selling out as fast as they arrive, it’s also spawned a black market with people selling bottles for huge prices online.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”But what is all the fuss about?”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”But what is all the fuss about?”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“blocks”:[{“type”:”altText”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Prime Hydration drink bottles”,”attributes”:[]}}]}}]}},{“type”:”rawImage”,”model”:{“height”:549,”width”:976,”locator”:”76EE/production/_128164403_whatsappimage2023-01-02at12.03.50.jpg”,”originCode”:”cpsprodpb”,”copyrightHolder”:”BBC”}},{“type”:”caption”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”The hydration drink is available in multiple flavours with its website stating they are caffeine-free”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Marketed as a sports drink, it’s the result of a business venture between former boxing rivals Logan Paul and KSI – real name Olajide William Olatunji.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Marketed as a sports drink, it’s the result of a business venture between former boxing rivals Logan Paul and KSI – real name Olajide William Olatunji.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The pair – who have over 40 million YouTube followers between them – claim its different flavours aid hydration.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The pair – who have over 40 million YouTube followers between them – claim its different flavours aid hydration.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Speaking to BBC Newsbeat, KSI said the \”crazy\” response to Prime has been \”unbelievable\” and that he and Logan \”honestly didn’t expect it\”.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Speaking to BBC Newsbeat, KSI said the \”crazy\” response to Prime has been \”unbelievable\” and that he and Logan \”honestly didn’t expect it\”.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”But marketing expert Eddie Hammerman says it’s been a well-planned promotion, even if the level of success was a surprise.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”But marketing expert Eddie Hammerman says it’s been a well-planned promotion, even if the level of success was a surprise.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”A buzz doesn’t happen overnight, you don’t create the demand overnight. It takes months, and it has taken them months to do this. And it’s been really smart,\” he tells BBC Newsbeat.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”A buzz doesn’t happen overnight, you don’t create the demand overnight. It takes months, and it has taken them months to do this. And it’s been really smart,\” he tells BBC Newsbeat.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”KSI did admit that the two Prime founders are \”very good at marketing\” – and getting the word out hasn’t been a problem thanks to their huge profiles.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”KSI did admit that the two Prime founders are \”very good at marketing\” – and getting the word out hasn’t been a problem thanks to their huge profiles.”,”attributes”:[]}}]}}]}},{“type”:”socialEmbed”,”model”:{“source”:”instagram”,”href”:”https://www.instagram.com/p/Ce86jCMAZ4z/”,”html”:”\u003cblockquote class=\”instagram-media\” data-instgrm-captioned data-instgrm-permalink=\”https://www.instagram.com/p/Ce86jCMAZ4z/?utm_source=ig_embed&utm_campaign=loading\” data-instgrm-version=\”14\” style=\” background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; 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height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\”>\u003c/div>\u003c/div>\u003cdiv style=\”margin-left: auto;\”> \u003cdiv style=\” width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\”>\u003c/div> \u003cdiv style=\” background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\”>\u003c/div> \u003cdiv style=\” width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\”>\u003c/div>\u003c/div>\u003c/div> \u003cdiv style=\”display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\”> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\”>\u003c/div> \u003cdiv style=\” background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\”>\u003c/div>\u003c/div>\u003c/a>\u003cp style=\” color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\”>\u003ca href=\”https://www.instagram.com/p/Ce86jCMAZ4z/?utm_source=ig_embed&utm_campaign=loading\” style=\” color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\” target=\”_blank\”>A post shared by PRIME (@drinkprime)\u003c/a>\u003c/p>\u003c/div>\u003c/blockquote>”,”width”:658,”type”:”rich”}}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Where they have struggled is getting the drink to people who want to buy it.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Where they have struggled is getting the drink to people who want to buy it.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Supply and demand is the key, says Eddie, who is managing director at The 10 Group – a marketing agency which works with the likes of Visa, Red Bull and Costa Coffee.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Supply and demand is the key, says Eddie, who is managing director at The 10 Group – a marketing agency which works with the likes of Visa, Red Bull and Costa Coffee.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”Limit the supply, and then you create the demand,\” he explains.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”Limit the supply, and then you create the demand,\” he explains.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”This is called scarcity marketing. It’s a technique to encourage customers to make a purchase before the discount goes away or before there is a perceived limited supply.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”This is called scarcity marketing. It’s a technique to encourage customers to make a purchase before the discount goes away or before there is a perceived limited supply.\””,”attributes”:[]}}]}}]}},{“type”:”unorderedList”,”model”:{“blocks”:[{“type”:”listItem”,”model”:{“blocks”:[{“type”:”urlLink”,”model”:{“text”:”YouTuber KSI visits mosque after using racial slur”,”locator”:”https://www.bbc.co.uk/news/newsbeat-65187225″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”YouTuber KSI visits mosque after using racial slur”,”attributes”:[]}}]}}]}},{“type”:”listItem”,”model”:{“blocks”:[{“type”:”urlLink”,”model”:{“text”:”How far can Logan Paul go as a WWE wrestler?”,”locator”:”https://www.bbc.co.uk/news/newsbeat-65239790″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”How far can Logan Paul go as a WWE wrestler?”,”attributes”:[]}}]}}]}},{“type”:”listItem”,”model”:{“blocks”:[{“type”:”urlLink”,”model”:{“text”:”YouTuber and rapper KSI tops UK albums chart”,”locator”:”https://www.bbc.co.uk/news/entertainment-arts-57940455″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”YouTuber and rapper KSI tops UK albums chart”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”For the customer, it comes down to FOMO – the fear of missing out.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”For the customer, it comes down to FOMO – the fear of missing out.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”When something says there are ‘only three of these [items] left’, this taps into something called loss aversion… we don’t want to miss out on a product we believe is in limited supply,\” Eddie says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”When something says there are ‘only three of these [items] left’, this taps into something called loss aversion… we don’t want to miss out on a product we believe is in limited supply,\” Eddie says.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”And we’ve seen it during Black Friday where people have been [fighting] over TVs in supermarkets.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”And we’ve seen it “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”during Black Friday”,”locator”:”https://www.bbc.co.uk/news/av/uk-england-leeds-30243796″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”during Black Friday”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” where people have been [fighting] over TVs in supermarkets.\””,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”And when demand is high but supply is short, that’s when scalpers can swoop in to make a profit.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”And when demand is high but supply is short, that’s when scalpers can swoop in to make a profit.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”When quizzed by Deborah Meaden from Dragon’s Den on BBC’s The One Show, KSI insisted limiting the supply had never been part of his marketing strategy.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”When quizzed by Deborah Meaden from Dragon’s Den on BBC’s “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”The One Show”,”locator”:”https://www.bbc.co.uk/iplayer/episode/m001hjwq/the-one-show-26012023″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The One Show”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:”, KSI insisted limiting the supply had never been part of his marketing strategy.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”We have tried to increase the supply as much as possible and it’s just not enough,\” he says, adding the drink was easier to source in the US than in the UK.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”We have tried to increase the supply as much as possible and it’s just not enough,\” he says, adding the drink was easier to source in the US than in the UK.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“blocks”:[{“type”:”altText”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Screenshot of Prime bottles on sale online”,”attributes”:[]}}]}}]}},{“type”:”rawImage”,”model”:{“height”:549,”width”:976,”locator”:”9DFE/production/_128164404_primescreenshot.jpg”,”originCode”:”cpsprodpb”,”copyrightHolder”:”Screenshot”}},{“type”:”caption”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Bottles of the energy drink have been spotted for sale on eBay, with some sellers placing some pretty optimistic listings”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”KSI has been especially vocal about scalpers – and even called out popular TikToker Wakey Wines in a very angry video.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”KSI has been especially vocal about scalpers – and even called out popular TikToker Wakey Wines in a “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”very angry video”,”locator”:”https://www.tiktok.com/@ksi/video/7186042675206884613?lang=en”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”very angry video”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:”.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”He’s a Wakefield shop owner who regularly posts videos of customers who say they’ve paid him up to £100 for a single can of Prime.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”He’s a Wakefield shop owner who regularly posts videos of customers who say they’ve paid him up to £100 for a single can of Prime.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”KSI told Newsbeat he \”genuinely hates\” the resale market and thinks it’s \”taking advantage of people because of the hype\”.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”KSI told Newsbeat he \”genuinely hates\” the resale market and thinks it’s \”taking advantage of people because of the hype\”.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”I hate it. I want everyone to have Prime at a reasonable price. And it’s not fair. Obviously people are gonna say it’s business, but I just think it’s unfair.\””,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”I hate it. I want everyone to have Prime at a reasonable price. And it’s not fair. Obviously people are gonna say it’s business, but I just think it’s unfair.\””,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Eddie says shortages in shops of products such as toilet roll and pasta during the first Covid lockdown is an example of how consumer behaviour can change when people think items will run out.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Eddie says shortages in shops of products such as toilet roll and pasta “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”during the first Covid lockdown”,”locator”:”https://www.bbc.co.uk/news/uk-51989721″,”blocks”:[{“type”:”fragment”,”model”:{“text”:”during the first Covid lockdown”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:” is an example of how consumer behaviour can change when people think items will run out.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”Because it goes so quickly, and because people want it so much. All it takes is for the supermarket to say ‘we’re limiting the product’,\” Eddie says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”Because it goes so quickly, and because people want it so much. All it takes is for the supermarket to say ‘we’re limiting the product’,\” Eddie says.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“blocks”:[{“type”:”altText”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Arsenal’s Kieran Tierney holding a Prime branded bottle”,”attributes”:[]}}]}}]}},{“type”:”rawImage”,”model”:{“height”:549,”width”:976,”locator”:”C50E/production/_128164405_gettyimages-1425003541.jpg”,”originCode”:”cpsprodpb”,”copyrightHolder”:”Getty Images”}},{“type”:”caption”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”Arsenal players such as Kieran Tierney have been spotted drinking from Prime branded bottles”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Eddie says there has been a combination of traditional and non-traditional marketing ploys powering Prime’s popularity.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Eddie says there has been a combination of traditional and non-traditional marketing ploys powering Prime’s popularity.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The drink is Arsenal Football Club’s official hydration partner, meaning they have \”access to talent and footballers which they do leverage in some of their marketing\”.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The drink is Arsenal Football Club’s “,”attributes”:[]}},{“type”:”urlLink”,”model”:{“text”:”official hydration partner”,”locator”:”https://www.arsenal.com/arsenal-prime-hydration-drink-partner-ksi-logan-paul-emirates-stadium”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”official hydration partner”,”attributes”:[]}}]}},{“type”:”fragment”,”model”:{“text”:”, meaning they have \”access to talent and footballers which they do leverage in some of their marketing\”.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”But, Eddie adds, KSI and Logan Paul are not wholly dependent on big brands to succeed thanks to their huge online presence.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”But, Eddie adds, KSI and Logan Paul are not wholly dependent on big brands to succeed thanks to their huge online presence.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”They’re brilliant content creators so they understand what their [young] audience want and when they want it,\” he says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”They’re brilliant content creators so they understand what their [young] audience want and when they want it,\” he says.”,”attributes”:[]}}]}}]}},{“type”:”image”,”model”:{“blocks”:[{“type”:”altText”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”fragment”,”model”:{“text”:”2px presentational grey line”,”attributes”:[]}}]}}]}},{“type”:”rawImage”,”model”:{“height”:2,”width”:640,”locator”:”1226D/production/_105894347_grey_line-nc.png”,”originCode”:”cpsprodpb”,”copyrightHolder”:”BBC”}}]}},{“type”:”subheadline”,”model”:{“blocks”:[{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Is Prime good for you?”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Is Prime good for you?”,”attributes”:[]}}]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”For expert dietitian and sports nutritionist Dr Linia Patel, the drinks contain the ingredients you’d expect.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”For expert dietitian and sports nutritionist Dr Linia Patel, the drinks contain the ingredients you’d expect.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”It’s got coconut water, which provides sugar but not as much as \”traditional sports drinks\”. “,”blocks”:[{“type”:”fragment”,”model”:{“text”:”It’s got coconut water, which provides sugar but not as much as \”traditional sports drinks\”. “,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”Prime also contains electrolytes – minerals that can be lost from the body through sweating.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”Prime also contains electrolytes – minerals that can be lost from the body through sweating.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”If you’re exercising super hard, then absolutely [there’s a place for it]. But I’d say for the majority of us, we don’t need a special drink like this one,\” says Dr Patel.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”If you’re exercising super hard, then absolutely [there’s a place for it]. But I’d say for the majority of us, we don’t need a special drink like this one,\” says Dr Patel.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The drink often promotes itself as being better than its competitors, but is there science behind the claim?”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”The drink often promotes itself as being better than its competitors, but is there science behind the claim?”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”\”I definitely don’t think that this drink is better than others,\” Dr Patel says.”,”blocks”:[{“type”:”fragment”,”model”:{“text”:”\”I definitely don’t think that this drink is better than others,\” Dr Patel says.”,”attributes”:[]}}]}}]}},{“type”:”text”,”model”:{“blocks”:[{“type”:”paragraph”,”model”:{“text”:”The latest Prime product is an energy drink containing caffeine – which the company says is not recommended for under-18s – and which 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