If a new sports drink was released, you would expect it to completely flop as there are many different drinks already available. Well, that’s quite the opposite for the new beverage brand Prime Hydration, as it’s selling off the shelves quicker than they can stock it.
Over the past few days, it has been all over the media, and everyone has been rushing to the stores to buy some for themselves. We’ll look at the reasons for the popularity of the Prime energy drink if you’re still perplexed by the phenomena.
When Aldi began stocking KSI and Logan Paul’s beverage, Prime, the internet went a bit crazy. It had previously only been offered in Asda and off-licenses and was frequently resold for exorbitant prices.
Aldi began offering the well-known beverage for £1.99, but customers can only purchase one bottle of each flavour. If the craze left you feeling a little perplexed, take a look at why people are so interested.
What is a Prime drink?
Former boxing opponents KSI and Logan Paul collaborated to produce Prime Hydration, a 25-calorie combination of coconut water, electrolytes, and no added sugar in 500ml of strangely fruity drink. The two YouTubers now work together to create marketing magic.
Teenagers who saw on TikTok that Aldi would be selling Prime for one day only were eager to spread the word to their friends in the hopes that they would each be able to get one. It has been on sale in the US for a time but has only recently launched in the UK.
Seven flavours of Prime Hydration include Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch, Lemon Lime, Grape, and Orange. According to the product website, Prime Hydration has 20 calories per bottle, 10% coconut water, BCAAs, antioxidants, and electrolytes to “help you refresh, refill, and refuel.” It does not include caffeine.
For more information about their collaboration, check out this video of Logan Paul explaining their partnership below:
Why is everyone obsessed with Prime drink?
The crossover boxing and (in Paul’s case) professional wrestling endeavours of YouTube star KSI and Logan Paul make a sports drink seem like a logical continuation of their common sporting interests.
The actual cause of the panic is social media and influencers, as you probably have suspected. YouTubers KSI and Logan Paul introduced the beverages at the beginning of 2022.
The pair have 63 million YouTube followers, and their enormous social media following has resulted in an instant viral fascination with the beverage.
The partnership earlier this year’s launch in America met with a wildly successful reception. Fans in the UK had to wait until the end of the year to get it, which increased the excitement.
Aldi also lists the item as a “Special Buy,” indicating a constrained availability. Fans know there won’t be a quick restock once it sells.
The pair sparred in the ring in 2018 and 2019, but their boxing rivalry has not impeded their commercial objectives. According to the Prime website, the organisation was founded by KSI and Paul to “demonstrate what happens when adversaries come together as brothers and organisation partners to fill the hole where outstanding taste meets function.”
Asda sells it, but it’s usually out of stock, so the combination of hype and scarcity means that all the kids want it,” he said.
“People are even selling empty bottles on eBay and Facebook, which is ridiculous, but it’s become a status symbol. The corner shops and off-licences are selling it over the counter for £9 when it’s normally £1.99, so you don’t often get the chance to buy it at its retail price.”
Check out this video below of chaotic scenes of customers trying to get their hands on Prime drink:
Where can you buy Prime drinks?
Only Asda, Aldi and the official website offer the drink; however, rumours have it that certain people fortunate enough to obtain a bottle may choose to resell it there for a premium price. The only other authorised retailer is Arsenal’s Emirates Stadium, which also serves as the club’s beverage partner.
Asda and Aldi were the only stores carrying the beverage at first, but now London Stadium, the home of West Ham United, is joining the fray. However, there is a catch: servers will remove the lid after you purchase a bottle, preventing you from taking it home. The beverage was offered yesterday at the Hammers’ game against Brentford.
And before the team’s next game versus Everton in January, they’re anticipated to resupply.
The stadium announced on Twitter that Prime Hydrate will be sold in concession stands starting today at London Stadium: “We are thrilled to announce!
Please be aware that while lids will be removed for safety during the game, Prime will still be available for purchase with lids at full time. It happens simultaneously as SPAR declares they will start selling it on January 6.
As fresh inventory is introduced in stores around the country, the Oasis garage in Long Riston, Yorkshire, stated that it would soon get new goods. The beverage was offered yesterday at the Hammers’ game against Brentford. And they’re anticipated to refill before the team’s next match on January 21 against Everton.
A Review of Prime drink: Is Prime drink worth the hype?
Of course, taste is subjective, so whether Prime tastes good depends on your preferences. There are a variety of flavours to choose from, with mixed user reviews.
The beverage does have a faint Lucozade flavour and not the original, lovely orange flavour. Recently, Prime has attempted to remind journalists that the product is a hydration drink rather than an “energy” drink. But there’s no disputing that it tastes just like one.
Blue Raspberry won the gold medal and is in first place in most cases. This particular blue raspberry flavour tasted like all blue raspberry flavours. The drinks are often suggested to taste like Capri Suns despite having only 2 grammes of naturally occurring sugar.
Check out this review for a more detailed explanation:
Is Prime drink healthy?
Although Gatorade is a well-known sports beverage, it contains artificial flavours and colours. Depending on the workout, there is also a lot of added sugar, which may or may not be beneficial during endurance exercise.
Prime Hydration, introduced in early 2022 and marketed as a healthier Gatorade substitute sports drink, quickly gained popularity in the US and UK. It flew off the shelves of retailers like Walmart and was almost always sold out online, with restrictions on how many drinks you could buy there.
Filtered water is Prime’s first component. This hydration component is unquestionably vital for any healthy sports beverage that works for athletes.
10% coconut water is included in Prime’s liquid part in addition to filtered water. Given that it is low in sugar and contains natural electrolytes like potassium, coconut water is regarded as a superior hydrating beverage.
Along with specific vitamins, the best hydration beverages include BCAAs and electrolytes, which can be beneficial during exercise.
Leucine, isoleucine, and valine, three necessary amino acids known as BCAAs, have a unique chemical structure and be the amino acids most directly involved in synthesising muscle protein. This suggests that BCAAs assist in preserving muscle mass.
However, Prime sports drinks contain undesirable additives, including citric acid, sucralose, and acesulfame potassium.
Inflammation can be made worse by citric acid. Another artificial sweetener, acesulfame potassium, has been discovered to harm the gut and brain. Sucralose has been demonstrated to impair insulin levels.
So even though Prime is considered safe, its still recommended to only consume in moderation, especially in children.
Below is a list of the ingredients in Prime drinks:
- Filtered Water
- Dipotassium Phosphate
- Coconut Water from Concentrate
- Citric Acid
- Natural Flavor
- Trimagnesium Citrate
- Retinyl Palmitate (Vitamin A)
- Zinc Aspartate
- Fruit and Vegetable Juice for Color
- Sucralose, Beta Carotene for Color
- d-Alpha Tocopheryl Acetate(Vitamin E)
- Acesulfame Potassium
UFC star Paddy ‘the Baddy’ Pimblett has teamed up with drinks manufacturer Applied Nutrition and released their own version of a hydration drink called ‘Body Fuel’.
It has a very similar colour theme of bottles to Prime and the way the logo is displayed is very alike. However, Paddy has taken to social media to claim how Fuel is better for you than Prime.
“Prime has got 2g of sugar in, ours has got 0g in. Much better, especially for your kiddies.”
Paul has responded saying Paddy is providing misinformation and is threatening to sue.
“You are now associated with a cheap, copycat beverage brand, it looks almost identical to Prime.
The formula that they use to make the drink is less calories, less sugar. I think that’s that sticking point, so he made a comparison video – here’s another L (loss) – that is identical to the comparison videos that I made.
And he lied in the video, he poured out sugar at one part to show Prime’s two grams of sugar and he poured a f*** load of it.I could technically sue the f*** out of you for that misinformation and that’s a fact. You f****** lied.”
Prime drink is a popular beverage, perhaps not because of its health benefits or taste, but because of clever marketing. Utilising the popularity of both Logan Paul and KSI, as well as making the drinks limited edition, Prime has taken over the internet because of a well-thought-out brand strategy.
We’ll see if this continues in the upcoming months!