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Speaker 1: My name is Lily Madden and I'm a proud Arunda

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Speaker 1: Bungelung Calcotin woman from Gadighl Country. The Daily oz acknowledges

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Speaker 1: that this podcast is recorded on the lands of the

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Speaker 1: Gadighl people and pays respect to all Aboriginal and Torres

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Speaker 1: Strait Island and nations. We pay our respects to the

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Speaker 1: first peoples of these countries, both past and present.

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Speaker 2: Good morning and welcome to the Daily Ods. Happy Friday.

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Speaker 2: It's the fourteenth of July.

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Speaker 3: I'm Zara Sidler, I'm Sam Kazlowski.

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Speaker 2: Around the world, people have been going absolutely crazy for

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Speaker 2: a drink brand called Prime.

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Speaker 3: It is so hard to get these bottles out of

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Speaker 3: the fight.

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Speaker 1: Kids to do the most. Doors can't keep it on

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Speaker 1: the shelves. People are camping out before they open to

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Speaker 1: try to get some Prime.

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Speaker 2: Creators Logan Paul and Kosi were swarmed by thousands of

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Speaker 2: people when they came to Sydney to promote Prime earlier

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Speaker 2: this year. Look how popular they are. Give up your

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Speaker 2: favor guy. Now a US senator is calling for one

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Speaker 2: of the Prime drinks to be investigated, and Canada is

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Speaker 2: set to recall it before it's officially even launched there.

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Speaker 2: So what is it with Prime, Why is it so

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Speaker 2: popular and what is making health officials so concerned. We'll

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Speaker 2: let you know in the deep dive. But first Sam

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Speaker 2: Bonza talk to me about it.

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Speaker 3: Well, it's not good news for the budget Australian airline Bonza.

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Speaker 3: After less than the years since its first flight, the

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Speaker 3: airline has cut five of its roots. Bonza made the

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Speaker 3: announcement on Thursday, in a move it says it hopes

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Speaker 3: will rebuild customer trust following delays and cancelations during its

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Speaker 3: first months in the air. The routes being cut are

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Speaker 3: from regional centers in New South Wales and Queensland.

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Speaker 2: Microsoft has confirmed Chinese based hackers accessed the email accounts

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Speaker 2: of US government agencies. Microsoft said it launched an investigation

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Speaker 2: one month after the breach began.

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Speaker 3: Elon Musk has launched his own artificial intelligence company. The company,

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Speaker 3: called Xai, said its goal is to understand the true

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Speaker 3: ne nature of the universe. Xai will collaborate with Musks

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Speaker 3: other companies Twitter and Tesla to carry out their work.

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Speaker 2: And the good news standalone games at two Australia's biggest

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Speaker 2: stadiums in the women's Big Bash League will take place

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Speaker 2: for the very first time this season. Matches at the

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Speaker 2: SCG and MCG were previously staged before a men's match.

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Speaker 2: The season begins in October. Sam until this week, had

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Speaker 2: you heard of Prime Drinks?

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Speaker 3: I had one experience with Prime a couple of months

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Speaker 3: ago when I saw it literally fly off the shelves

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Speaker 3: in a rural supermarket. What do you mean? So someone

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Speaker 3: was stacking the shelves with Prime and as they were

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Speaker 3: stacking it, kids were lined up. It was ten to

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Speaker 3: fourteen year old young boys buying the drink, and like

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Speaker 3: with coins, I imagine it would be pocket money that

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Speaker 3: they were sprinting to the counter and they were lining

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Speaker 3: up for it.

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Speaker 2: I mean, I'm certainly not the target demographic for this,

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Speaker 2: but I have started hearing about it on TikTok.

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Speaker 1: Prime just dropped in Australia and people literally going crazy

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Speaker 1: over it.

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Speaker 2: Yeah.

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Speaker 3: Prime always.

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Speaker 4: So I literally bought these for ten dollars.

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Speaker 2: E yes, I literally spent sixty dollars. There's been such

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Speaker 2: a frenzy over Prime that some schools have even had

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Speaker 2: to ban the drinks. Bottles of the drink have been

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Speaker 2: resold on websites like eBay for thousands of dollars. I

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Speaker 2: know that a local store near my house was stocking

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Speaker 2: the drink for something like six times what its retail prices,

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Speaker 2: and after having a conversation with a store owner, he said,

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Speaker 2: there's such demand that he can charge whatever he likes. Basically,

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Speaker 2: according to one of its founders, Logan Paul, Prime generator

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Speaker 2: close to three hundred and seventy five million dollars in

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Speaker 2: retail sales last year in its first year, and made

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Speaker 2: sixty seven million dollars in January loone.

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Speaker 3: It's massive dollars. I do feel like the fad has

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Speaker 3: kind of always been around for me. I remember Tamagotchi's

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Speaker 3: being the same in the playground, footy cards. There's always something.

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Speaker 3: But at the end of the day, this is just

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Speaker 3: a drink. So why is there so much hype?

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Speaker 2: Well, I think that to understand why there's so much hype,

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Speaker 2: you need to understand who is behind Prime. That's Logan

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Speaker 2: Paul and Kosi. If you don't know who they are,

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Speaker 2: I will give you as much of a rundown as

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Speaker 2: I can. But basically, Logan Paul, the first of these

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Speaker 2: two is I mean, you can call him an Internet sensation.

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Speaker 2: He's like the og type of influencer. You might know

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Speaker 2: him as a boxer now, and we'll get to that

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Speaker 2: in a bit, but he actually got famous doing stunts

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Speaker 2: and a bunch of other stuff online. He started on vine,

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Speaker 2: if anyone that's listening and remembers that, then he went

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Speaker 2: over to YouTube and he now has over twenty three

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Speaker 2: million YouTube subscribers. That is almost the population of this country.

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Speaker 3: It's massive numbers and for somebody who has been on

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Speaker 3: the Internet for a while, but really in the scheme

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Speaker 3: of things, not that long, it's a huge following.

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Speaker 2: Then on the other side, there's someone called Kosi, who

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Speaker 2: truthfully I hadn't heard of until very recently.

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Speaker 3: You should get on the internet.

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Speaker 2: He is another YouTube influencer who built his following doing

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Speaker 2: gaming commentary, which is probably.

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Speaker 3: Why that'd be why you haven't heard it.

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Speaker 2: I'm again not the target audience there, but he since

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Speaker 2: branched out into comedy videos and also making his own music.

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Speaker 2: The Internet worlds of Logan Paul and Kosi really started

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Speaker 2: to collide through a public feud between the two. The

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Speaker 2: short version of the story is that they had beef.

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Speaker 2: I don't really know how else to explain.

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Speaker 3: I believe you've just explained it as beef.

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Speaker 2: Because Kosi, who had started amateur boxing on the side,

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Speaker 2: actually challenged Logan Pol to a boxing.

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Speaker 3: Match, which, while we're here, is actually the second time

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Speaker 3: this week we've talked about grown men challenging each other

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Speaker 3: to a boxing match on this podcast. So it's a

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Speaker 3: bit of a pattern. And the Elon Musk and Mark

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Speaker 3: Zuckerberg battle is a potential fight. This one between Kosi

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Speaker 3: and Logan Paul did actually happen.

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Speaker 2: It did. It took place in Man, yes, in twenty eighteen,

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Speaker 2: and there was just huge hype around this. In the end,

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Speaker 2: the fight drew millions of viewers, like millions of people

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Speaker 2: tuning in to watch two men anyway, with hundreds of

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Speaker 2: thousands of people paying to watch them fight, either in

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Speaker 2: real life or online. The match was a draw, and

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Speaker 2: their rivalry went on for some time. They even had

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Speaker 2: a rematch in twenty nineteen, which Ksi won. But after

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Speaker 2: a time, the two publicly ended their feud and they

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Speaker 2: actually decided not only should they be friends, but you

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Speaker 2: know what, if you don't hate each other, why not

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Speaker 2: start a business? And so in lies the creation of

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Speaker 2: prime we.

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Speaker 3: Have created, oh.

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Speaker 4: Drink company.

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Speaker 3: Okay, so what actually is Prime?

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Speaker 2: So the company has two core products on the market.

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Speaker 2: The first is called Prime Hydration. It's a five hundred

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Speaker 2: milliliter bottled dream that's marketed as a healthier alternative to

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Speaker 2: rival sports drings things like Power Raid or Gatoraye. You know,

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Speaker 2: I don't do sports, so I don't drink these things,

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Speaker 2: but I imagine there's a market for it. And Prime Hydration

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Speaker 2: is available in several countries around the world. But that's

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Speaker 2: just one half of what the offering of Prime is.

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Speaker 2: There's also another product, and it's basically a flavored energy

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Speaker 2: drink range. So according to its website, Prime Energy, that's

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Speaker 2: what it's called, provides the boost you need for any endeavor.

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Speaker 2: That is their words, not mine, and it comes in

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Speaker 2: a three hundred and fifty five milliliter cam contains two

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Speaker 2: hundred milligrams of caffeine. So, just to put that into context,

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Speaker 2: in Australia, energy drinks can't contain more than eighty milligrams

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Speaker 2: of caffeine per two hundred and fifty mils, meaning that

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Speaker 2: Prime Energy can't actually legally be sold.

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Speaker 3: Here, give me a sense of how much caffeine that

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Speaker 3: actually is. So obviously you can buy Red Bull or

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Speaker 3: v or Monster. There's heaps on display in the supermarket.

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Speaker 3: How does that stuck up?

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Speaker 2: Look, it's a lot of caffeine. Prime Energy contains significantly

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Speaker 2: more caffeine than its competitors. So if we take a

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Speaker 2: can of Coca Cola, for example, that contains thirty four

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Speaker 2: milligrams of caffeine, a can of Red Bull contains eighty milligrams,

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Speaker 2: and just a reminder, Prime contains two hundred milligrams. So

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Speaker 2: I mean we don't need to go over why excessive

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Speaker 2: caffeine isn't good. It's things like dehydration, anxiety, increase heart rate,

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Speaker 2: and I guess in recognition of those heightened levels of caffeine,

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Speaker 2: Prime doesn't recommend its energy drink to pregnant, people under

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Speaker 2: eighteens or people sensitive to caffeine.

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Speaker 3: So it's one thing for there to be a drink

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Speaker 3: on the shelves with an unhealthy amount of caffeine. Why

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Speaker 3: are we talking about it today in the news.

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Speaker 2: I think that's a good question, and we've got in

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Speaker 2: this far of me talking about influencers, you asking why

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Speaker 2: it's news. It's news because US Senate Chuck Schumer is

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Speaker 2: calling for the Food and Drug Administration, so the FDA

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Speaker 2: in the US, to investigate the caffeine content of Prime Energy,

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Speaker 2: so of that caffeine field drink. Schumer claims that because

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Speaker 2: the caffeine free Prime hydration drinks, so the sports drink

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Speaker 2: looks nearly identical to Prime Energy. He says that children

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Speaker 2: are likely to consume eye popping levels of caffeine without

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Speaker 2: their parents' knowledge.

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Speaker 4: And the problem here is that the product has so

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Speaker 4: much caffeine in it that it puts Red Bill Will

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Speaker 4: to shame. But unlike Red Bill, it is specifically targeted.

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Speaker 4: The advertising campaign is targeted at kids under eighteen.

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Speaker 2: He's asked the FDA to investigate health claims made about

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Speaker 2: Prime in advertising. He wants the FDA to investigate whether

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Speaker 2: there are sufficient warnings about the product listed on the

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Speaker 2: cans and the website to that. A Prime representative has

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Speaker 2: said and said to media that Prime Energy contains and

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Speaker 2: I quote a comparable amount of caffeine to similar products

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Speaker 2: and that their top priority was consumer safety.

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Speaker 3: It's going to be really interesting to see what the

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Speaker 3: FDA does in the US. I imagine the US is

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Speaker 3: one of their key markets. Have we seen responses from

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Speaker 3: other countries around the world to prevent the sale of

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Speaker 3: the drink.

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Speaker 2: We have so shortly after Chuck Schumer's calls for the

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Speaker 2: FDA to investigate Prime, Canadian health authorities made moves to

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Speaker 2: recall Prime Energy for exceeding acceptable caffeine limits. According to

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Speaker 2: the BBC, Canadian health officials say that they're aware some

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Speaker 2: stores might be selling Prime Energy without approval. This is

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Speaker 2: despite the fact that Prime claims they haven't even launched

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Speaker 2: the product in Canada yet.

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Speaker 3: To bring it back to an Australian context, we know

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Speaker 3: that Prime is really popular here. Do we know whether

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Speaker 3: it's energy or hydrate on the shelves.

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Speaker 2: Well, when we were writing up this story, our ever

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Speaker 2: efficient fact checker, Lucy, had the same question, and you

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Speaker 2: know you've got to fact check in real life if

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Speaker 2: you can. So she checked a local supermarket and could

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Speaker 2: see that Prime Hydration So the one that is approved, yeah,

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Speaker 2: was for sale at the supermarket. But when she went

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Speaker 2: across the road to get something from the corner store

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Speaker 2: opposite our office, she actually saw a can of Prime Energy,

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Speaker 2: the version that can't be legally sold because of its

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Speaker 2: caffeine levels, just sitting right there in the windows. So

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Speaker 2: she brought it in in our work fridge. You can

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Speaker 2: try it after this and see what you think. But

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Speaker 2: it's certainly accessible here.

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Speaker 3: I think what's happened here is that those young kids

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Speaker 3: I saw buying Prime, they're not buying a drink. They're

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Speaker 3: buying a membership to the part of the community that

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Speaker 3: they want to be a part of. They're buying into

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Speaker 3: the hype. And if you think about the age and

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Speaker 3: the gender makeup of that crowd, they're very susceptible young men.

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Speaker 2: You know, we've seen other businesses here in Australia do

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Speaker 2: the same thing that like, if you have an audience

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Speaker 2: that you have, it's going to say primed that you

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Speaker 2: have opened up to the idea of selling products to

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Speaker 2: It is so easy to build that hype.

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Speaker 3: That's all we've got for you today, and we hope

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Speaker 3: you have a very regulated amount of caffeine over the weekend.

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Speaker 3: If you're on Spotify listening to this, tell us what

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Speaker 3: you thought of this episode. There's a neat little Q

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Speaker 3: and a feature and you can leave us a little note.

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Speaker 3: We'd love to hear from you and whether you are

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Speaker 3: a consumer of Prime yourself, we'll be back in your

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Speaker 3: Ears on Monday morning. Until then, have a wonderful weekend