IT'S caused queues outside supermarkets, sold out in minutes, and been auctioned off at eye-watering prices online due to high demand.
But one lucky reporter managed to bag two bottles of the new hydration drink Prime to taste test it with his colleagues and see what all the fuss is about.
YouTubers-turned-boxers KSI and Logan Paul developed the sports drink "to fill the void where great taste meets function".
On the product's website, they promise that the range of seven drinks has "bold, thirst-quenching flavors to help you refresh, replenish, and refuel", describing Prime as "the perfect boost for any endeavor".
The famous duo added: "We're confident you'll love it as much as we do."
Well, let's see, shall we?
Reporters Edward Burnett, Jason Hughes, and Aled Thomas gathered around the conference table to try it.
They poured the tropical punch and blue raspberry flavours into champagne glasses, for a sense of occasion, then tried some of each version.
The first taste of blue raspberry was met with a muted response.
Mr Thomas said: "Well... it's alright! It's a bit hard to say, it's fine. I feel hydrated."
Mr Hughes added: "It's too sweet, I don't like it." Mr Burnett agreed, saying it was "a bit average".
The tropical punch prompted a stronger reaction - but not for the right reasons.
Spluttering, wincing and repulsed expressions from the trio followed the first gulp.
Mr Thomas called it "very sweet and a bit artificial" and Mr Burnett described it as "not great", while Mr Hughes was more direct in his criticism - "that is not pleasant at all".
Intrigued by these responses, editor Daniel Chipperfield, digital content editor Ryan Evans, and sports reporter Jonathan Leighfield had a few sips too.
The boss suggested the blue raspberry one tasted "like Haribos that have been left in the sun too long" and the tropical offering was "horrible".
Mr Evans added that the former was like "liquid sherbert" and the latter reminded him of "a gone-off Vimto", so he would not queue up to buy either.
Mr Leighfield stood out from the rest by being the only one to recommend the tropical punch flavour.
The drinks retail for £2.99 a bottle - a "bargain", as Aled Thomas sarcastically dubbed it.
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