Prime Hydration, a drink launched and promoted by influencers KSI and Logan Paul over a year ago, has since become a craze in the UK and other parts of the world. 

 

The popular hydration drink launched on January 4th, 2022 last year and was announced on a social media livestream by the two influencers Logan Paul and KSI. Within days of its release, Prime became an online sensation, with its limited availability especially in the UK causing shoppers to create crowds and queues around shops like ASDA and Aldi as early as 5am in the morning. The drink sells in multiple flavours, including Ice Pop, Meta Moon, Grape, Fruit Punch, Lemon and Lime, Blue Raspberry and much more.

 

Despite the restocks of the drink flowing through, it seems almost impossible to get your hands on a bottle. With the drinks selling out up and down the country, it has also brought up a black market which KSI accuses ASDA employees of selling the drink on for prices as high as £10,000 a bottle.

 

But why is just an ordinary-looking bottle of juice thriving in sales with such high demand?
Marketed as a sports drink, it is the result of the hard work of a business venture between Logan Paul and KSI, who were once boxing rivals, having fought in the ring on two occasions. The pair have over 40 million followers between them and told the BBC that they didn’t expect the response to its launch to be so “crazy”. 

 

Whilst it is difficult to locate an exact figure, it was reported by co-founder Logan Paul himself that Prime Hydration had sold $10 million worth of bottles in just two months of its launch, soon even surpassing the revenue generated by drink brands from other prominent influencers such as Dwayne Johnson’s Zoa.

 

Since the 29th of December 2022, Prime Hydration has become available in Aldi as part of their “Specialbuy” section, but despite the availability increasing, it hasn’t been selling out any slower.

 

Those who have managed to acquire a bottle though, have been found to be selling the drink on sites like eBay for staggering sums of over £7000-£10000 a bottle.
KSI was swift to call out these “scalpers', and even called out popular TikToker Wakey Wines for posting videos to the TikTok platform which include him claiming customers have paid him over £100 for a single can of Prime. His account was later terminated.

Expert nutritionists and dietitians have suggested that the drink has no negative aspects but does not appear largely better than its other competitors, as the founders Logan and KSI claim themselves. Many reviews online have been quick to agree with this and point out that the drink isn’t necessarily bad, but is definitely not worth paying more than 1-2 pounds, as drinks such as Gatorade and Lucozade are much more reliable options for sport-related activities.

 

I was even lucky enough to find around six bottles being sold in my local corner shop for about £10.00 a bottle despite them being sold for £1.99 a bottle in Aldi, against which KSI advises not to pay much more than its original price, and to simply “just wait for the hype to die down”. 

 

As for Prime Hydration, it looks like the world has to be patient.