PRIME, a new, global excitement raised drink has so far been only available in the US but it seems that the wait is not much longer for the high-expectation drink to finally land in the UK. Logan Paul and KSI, former rivals, have collaborated and created a business together, featuring the drink called PRIME which has already reaped massive success, selling out in just hours upon release back in January.

KSI and Logan fought twice, in the years 2018 and 2019 respectively, in boxing with KSI taking the victory through split decision on the second fight. Tensions and ties relaxed between the two progressively, leading to the present day where the two are strong friends, partnering up to release PRIME. PRIME was officially launched on the 4th of January in the US mainly, much to a large portion of fan’s disappointment. KSI has insisted it will soon come to the UK but, in a recent video, he has finally addressed that the drink should emerge near April – May. Locals in Redbridge have expressed their views, all of whom are eagerly waiting for shelves in major supermarkets to be stocked with it.

KSI has said that interest and favourability in PRIME enables it to compete with other massive drink hits, such as Gatorade and Lucozade. This is critiqued by some in Redbridge, more specifically Ilford, with concerns and expressions raised as to how exactly this would happen. “The drink hasn’t even landed anywhere else but the US, not even one of the Creator’s country the UK, how does he expect it to compete?” says one individual. Another person says “I’ve seen and heard that people have travelled to America, specifically to experience PRIME and bring it back. There’s no doubt it’s a good product, but the fan interest and excitement is wavering, with hopes to get their hands on it getting slimmer day by day”.

KSI will be sure to take a unique but appealing route to advertise and promote PRIME in the UK, with business partner Logan Paul already keeping PRIME popularity in the US at a high level, videos circulating such as parachuting stunts, monkey interactions and working at Walmart – all with PRIME the centre of focus. The drink has already sold out in stocks of millions with a rough $15M made in profits so far.

As PRME headlines continue to dominate and speculate over the fans of YouTube favourites KSI and Logan Paul, it will be interesting to see how the approach the maintaining of PRIME’s success and how this can be replicated in other countries, especially the UK, England. With its arrival imminent, fans will continue to keep an eye as soon as it appears in supermarkets like TESCO and Sainsburys.