Prime is back in the news – for all the wrong reasons. Apparently some schools have banned the Hydration version after calling it a ‘distraction’ while the Energy version of the drink is being criticised for its high caffeine levels, particularly as so many kids are attracted to the brand. However, we all know the saying that ‘there is no such thing as bad publicity’, so we can expect sales to rocket further. Prime is much more widely available than it has ever been – every Spar store in the land seems to have it, for example.