Aldi stores in the UK were left in total chaos when shoppers lined up to get YouTubers Logan Paul and KSI’s Prime Energy drink that went on sale at the end of last year.
The popular beverage, developed by YouTube stars KSI and Logan Paul, has been selling quickly. There is even a tracker app that allows customers to verify stock before visiting stores.
Prior to Aldi becoming an authorised stockist on December 29, the beverage was exclusively available at Asda stores in the UK.
In order to prevent customers from purchasing every bottle and reselling it at astronomically high prices, Asda had set a limit on the product to three per person.
Here is all the information you need to know about Prime Hydration beverages if you're still perplexed by the sports drink and its apparent hold on the younger generation.
The hydration drink was introduced by Logan Paul and KSI (also known as Olajide Olatunji), together with the supplier and distributor Congo Brands. The business was established earlier in 2022 and is accessible in both the UK and the US.
Available flavours include Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch, Lemon Lime, Orange, and Grape, and the drink contains 10 per cent coconut water, 2g of sugar, 25 calories, 250 mg of BCAAs, 830 mg of electrolytes, as well as vitamins and antioxidants, according to the supplier.
Before starting their own YouTube channel, the two competitors were amateur boxers - which is why many initially found the collaboration to be shocking.
Before that, in 2018, they engaged in a celebrity match, with the first match finishing in a draw and the second one being won by KSI on a split decision. Ironically, people fought each other in the aisles to grab limited stocks.
The drink, now available in Aldi’s special buy section for £1.99, is limited to one per customer until stocks last due to extremely high demand.
The official price for a single bottle is £2 and a case of 12 online is listed at £24.99.
Due to the huge demand during its UK launch, it has been hard to get hold of the hydration drink, and this has pushed up prices.
On Twitter last year, KSI added that the beverage was being marketed on the “black market”.
One shop in Ayrshire has begun selling two flavours of the beverage for £12.50 - more than six times what Asda and Aldi are charging. While another shop in Surrey has vowed to stop selling the energy drink, after customers complained about the £10 cost.
One shop assistant who works at the shop told Surrey Live: “Deliveroo adds on a 42 per cent mark-up. Sales were very slow via Deliveroo, due to the high prices. Customers in the store could buy the drink for £10 last month. Some customers ask and it’s very expensive to stock, I don’t want to lose custom.
“My friend gave me one or two boxes. They cost me £8.50 per bottle, so I sold them for £10 each. So I don’t sell them any more. Other stores are still selling them. If you look on Amazon and eBay, they cost £20. I heard one shop in Hersham is selling for £14 a bottle.”
Reactions have been mixed, but have certainly provoked strong reactions.
Some really don’t like the flavour:
But is it worth fighting over? Somehow, we doubt it.
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