Even Edward Bernays would be impressed with whoever is behind the onslaught of propaganda against PRIME. First, several school districts in countries like Australia, Canada, and UK issue parental warnings or straight up ban the drinks. Plus, Canada supposedly recalled PRIME…even though the beverage brand doesn’t distribute into the country yet. And you might think crazy international folks, but even American Karens are urging the legislative branch to put pressure on the FDA. But shout out to Senate Majority Leader Chuck Schumer’s speech writer for throwing in some fire quotes like “one of the summer’s hottest status symbols for kids is not an outfit, or a toy—it’s a beverage.” Again, the origin of making PRIME public enemy number one is unknown, but PRIME needs a two rules of functional CPG refresher…consumers are dumb, and hedging against that reality is essential.

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