The cool thing about E-Boost

When Americans discovered the vitamin supplement Berocca, it was strictly de rigueur for a certain young jet-setting crowd.

Contraband (of a sort), it could be purchased only in Europe and carried with it its own worldly cachet. Of course it helped too that it had the buzz as being a quick-fix hangover cure. The only thing close to it on these shores was Airborne for immunity and Emergen-C for a jolt of vitamins. Hardly prescriptions for chic.

Now, with the arrival of homegrown E-Boost, you don’t have to hit a London pharmacy for your daily dose of prophylactic hipness. The just-add-water supplement effervesces into a Tang-like cocktail that is said to increase energy, boost daily immunities and increase mental alertness, and for anyone who finds a late-night party blurring into a morning meeting, it just might do the trick.

But whether it does or not, who cares? The design of the tube and packet — bright orange with a logo that seems more suited for a European health clinic than an energy drink — is a plus for anyone who’s a sucker for packaging, and it’s much sexier peeking out of a Louis Vuitton carry-all in first class than a box of Airborne.

E-Boost is also being carried in the boutique hotels and lifestyle stores where the young and fabulous sleep and shop. Look for it at the Mondrian, the Shore Club, the Delano and the W and Hard Rock hotels. Coming soon to high-end yoga studios, gyms and retailers such as Fred Segal. That’s certainly nothing Airborne could claim.