Stock of KSI’s sports drink Prime Hydration at Watford supermarkets is being tracked, as kids “buy it to sell on for profit”.
The drink was launched by internet stars KSI and Logan Paul “to rival some of the biggest companies on earth; Pepsi, Coke, Powerade, Gatorade” and has been selling out early each morning across the county.
Few parents seem to be able to understand what "all the hype is about” but a post on Nextdoor said: “I think it's a business opportunity for the youngsters.
Read more: Frenzied fans flock to see KSI and Logan Paul at Watford Asda
"I know mine bartered and sold it when available."
Despite the £1.99 price point, dozens of bottles are being advertised around Watford on Facebook Marketplace for as much as £25 each.
@primehydration_trackeruk Replying to @shaycollins667 #prime #primehydration #uk #tracker #fy #comment #outofstock #following #follow #primevideo #watford #shop #asda #primehydrationreview #like ♬ WORTH NOTHING - Fast & Furious: Drift Tape/Phonk Vol 1 - TWISTED
TikTok accounts and paid app Prime Tracker monitor where the drink is being sold as customers share updates on empty shelves including at Watford ASDA, where the business owners caused chaos in June.
Some local parents are even getting swept up, recommending stores and the best times to buy the drink. One dad said: “I will do anything to keep teenage kids quiet.”
@primetrackeruk12 Replying to @࿖ #primetracker #prime #london #fyp ♬ original sound - Prime tracker uk
KSI, who is from Watford himself, had previously been a rival of Logan Paul with the pair boxing twice before putting their differences aside to become partners and launch the business.
When the drink was announced in January, the American said: "We’ve been divided but it’s done, the division is over, it’s 2022, it’s the year of love.
THIS IS NOT A DRILL 🚨 @PrimeHydrate will be in stores from tomorrow! You'll be able to grab one of each flavour while stocks last! @KSI meet you there? pic.twitter.com/rRZWvTVlVO
— Aldi Stores UK (@AldiUK) December 28, 2022
“We’re coming together to announce the biggest thing, the biggest business that we will ever build.
“We have created a hydration beverage…to rival some of the biggest companies on earth; Pepsi, Coke, Powerade, Gatorade.”
The energy drink, which has six flavours, was first available in Aldi stores starting yesterday (December 29) with the supermarket quickly having to limit purchases due to huge demand.
Aldi 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.”
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