What is Prime Hydration and why is the drink so popular? | The Sun
YOUTUBE stars Logan Paul and KSI have been promoting a soft drinks range with viral appeal.
The duo have advertised their Prime Hydration brand as "when rivals come together as brothers and business partners to fill the void where great taste meets function".
What is Prime Hydration?
Although many think of it as an energy drink, Prime is actually a sports drink.
According to the manufacturers, Prime contains 10% coconut water, electrolytes, B Vitamins and BCAAs.
It has zero sugar or caffeine and only around 20 calories per bottle.
The range comes in flavours Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch. Lemon Lime, Grape, and Orange versions.
Who owns Prime Hydration?
The drink was brought out by a company called Congo Brands, promoted by Logan Paul and KSI.
Congo Brands, has grown hugely in just two years, surging from 40 to 650 employees.
It has also expanded its operations across all 50 states in America.
The Kentucky-based company was awarded a "Rising Star" accolade at the 2022 BevNET awards.
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Congo Brands has built a portfolio of multiple independent brands, mostly created in partnership with celebrities and influencers, which are swiftly scaled through a robust sales and marketing program.
This allows these new products to get on the shelf with experienced marketing support.
Why is Prime Hydration so popular?
YouTubers Logan Paul and KSI have utilised all of their online prowess to market the drink Prime.
The two influencers have combined forces and with well over 50 million subscribers between them, it has seen demand outgrow supply.
Having managed to virally utilise their following, they have boosted Prime sales figures to new levels with it expected to draw high eight-digit sales in its first year on the market.
The surge in demand that the two YouTubers have createdhas seen stores in the UK with huge lines of customers, all queueing to stand a chance of purchasing the drink.
It was not long before supplies of the product ran out everywhere, even the company's website.
This led to some unscrupulous customers looking to sell the drink online for £20-25 per bottle.
Considering the product can be bought in supermarkets for £2, this huge mark-up in excess of 1000%, did not sit well with one of the pair of influencers.
KSI, real name Olajide Olayinka Williams "JJ" Olatunji, released a video online stating that people are being ripped off buying bottles of Prime and that there was no need for it.
He urged people not to buy the drink at the over-inflated prices seen online and to stick to sourcing it from supermarket chain Asda, although it is also available from other suppliers such as Aldi.
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