Prime Hydration: Chaos in Aldi supermarkets after brief sale of new drink promoted by YouTubers

Fri, 30 December 2022 at 3:54 am GMT

The release of a drink created by two YouTube stars has sparked chaotic scenes at some UK supermarkets.

Prime is a sports drink promoted as “naturally flavoured beverages with 10% coconut water, BCAAs, antioxidants and electrolytes” and they come in a number of different flavours.

It is created and marketed by Prime Hydration, a company founded by YouTubers Logan Paul and JJ Olatunji (known as KSI).

The pair have a combined YouTube following of almost 40 million people and were previously linked by their rivalry in the boxing ring.

The drink first went on sale in Asda stores in October, when customers were restricted to three bottles each.

Aldi tweeted that it would be selling the bottles for £1.99 as part of a promotion on Thursday, adding that stock was limited and would not immediately be replenished.

The tweet got hundreds of replies from people eager to know exactly what time the drinks would be delivered to stores – a sign of how crazy the day would be.

After opening time, some stores saw pushing and shoving as people tried to get their hands on the drinks – with some evidently missing out.

An Aldi spokesperson said: “We’re sorry that some customers were unable to get their hands on this product, however, demand has been extremely high.

“We limited purchases to one of each variant per customer so that as many customers as possible had a chance to buy it.”

And the craze did not stop at the supermarket shelves – on eBay, the drinks were up for sale for thousands of pounds each.

Paul and KSI have promoted their drinks venture as “what happens when rivals come together as brothers and business partners”.

Paul first hit the headlines in early 2018 due to the backlash he attracted after posting a video online which appeared to show the body of a suicide victim.

He later took the video down and said he was “wrong” and “misguided by shock and awe”.

In June 2021, he took on Floyd Mayweather in the boxing ring, going into the match with a record that consisted only of a loss to KSI.

British rapper KSI – which stands for knowledge, strength, integrity – first arrived on the YouTube scene in 2009, originally posting about video games.

Since his two boxing fights against Paul, KSI has focused more on his musical career.

Published by anthonyhayble

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