Prime Energy causing chaos in supermarkets, here’s everything we know about the drink

There were hectic scenes outside many Aldi supermarkets yesterday as shoppers jostled one another trying to get their hands on the new hydration sports drink Prime. Videos have since been circulating online of adults and children rushing to grab hold of the drinks in store.

Some had queued since before dawn to get their hands on the new drink as its limited availability caused a mad rush when stores opened, as per The Guardian.

Prime energy drink

The drink has become an internet sensation since it was launched by social media influencers KSI and Logan Paul and retails at £1.99 for a 500ml bottle.

The drink is described by the duo as ‘the perfect boost for any endeavour’ and will help you ‘refresh, replenish and refuel’ and is available in blue raspberry, lemon and lime and ice pop flavours.

The drink doesn’t contain any added sugar or caffeine and consists of 10 percent coconut water with electrolytes, antioxidants, B vitamins and BCAAs (a supplement intended to help with muscle recovery), according to The Independent.

Sold out

The drink has been remarkably popular since its release and is completely sold out on the brand’s US website. In the UK, the limited availability has caused a buying frenzy as previously it was only available on its own website or at Asda where it promptly sold out. Bottles have since been changing hands online for up £10,000.

The brand has accumulated a staggering 1.3 million followers on Instagram, whilst on TikTok the feed for #Primehydation has been viewed 421 million times.

One shopper in Peterborough, Mark Hall, wasn't too impressed though, describing the Lemon and Lime flavour as not being ‘anything special’ and in response to the chaotic scenes stated, as per Cambridgeshire Live:

No idea why people are going mad. I don’t know that much about the KSI and Logan Paul but my lad is a fan and he saying they’re in huge demand.

Sources used:

- The Guardian 'Customers queue at Aldi at dawn for YouTubers’ Prime Hydration drink'

- The Independent 'Aldi is selling the internet viral Prime hydration sports drink for £1.99 – here’s how to buy it'

- Cambridgeshire Live 'Huge queues at Cambridgeshire Aldi in 'mad rush' to grab Prime energy drink'