SUPERMARKET chain Aldi has struck a lucrative deal to stock the popular Prime Energy drink at a discounted price.
The sports drink, created and marketed by YouTube sensastions KSI and Logan Paul, will be sold for £1.99 a pop across stores in the UK.
4
4
The demand for the drink is so popular that other retailers have failed to restock the item.
The new exclusive deal with Aldi, means it will be stocked with a limited supply, which is set to send consumers into a spending frenzy.
Customers will be limited to one bottle of each available flavour.
Advertised as a “hydration drink”, Prime contains mostly water added with vitamins and minerals and has few calories with no added sugar.
It is also made up of coconut water but does not have any caffeine in it.
The drink is so hot among youngsters, that desperate parents have traveled more than 500 miles just to get their hands on a bottle.
The craze has even moved to online markets, with one savvy punter selling a “rare” bottle for a whopping £1000.
One pub owner is accepting the drinks as payments in hopes the product’s price will soar once supply dries out.
Most read in Money
Prime’s popularity grew after YouTube stars Logan Paul and KSI promoted the drink around high-profile celebrity boxing bouts in the UK.
The dynamic duo came up with the idea for coconut water-based Prime Hydration after their final boxing match in 2019.
During a live stream, the pair said they wanted to “rival the biggest companies on earth” with their products – including “Pepsi, Coke, Gatorade and Powerade”.
But they insisted their main goals for the 11-flavour project – which includes blue raspberry, tropical punch and grape – were taste and hydration.
And demand for the drink has grown ever since, massively outpacing supply as youngsters try to emulate their social media heroes.
Originally, Prime was only sold through Asda outlets in the UK, but now the discounted retailer, Aldi, will get a share of the pie.
The new stock arrival comes just two months after teens stormed an Asda in Bournemouth to buy the product.
4
4
