Prime Energy Drink Causes Chaos At Aldi


Two YouTube stars have caused havoc with the release of their sports drink, Prime.

The drink was launched by famous YouTubers Logan Paul and JJ Olatunji (known as KSI) in the US last year. Together they have a combined following of over 40 million and were previously rivals in boxing. Touted as an energy drink, Prime is available in 500ml bottles with six flavours to choose from.

The drink is said to be naturally flavoured with “10% coconut water, BCAAs, antioxidants and electrolytes”. It was originally launched at £2 per bottle in Asda in October before being sold for £1.99 in Aldi last Thursday. By 9am on the same day, it was reportedly sold out.

There were reports of chaos at Aldi stores, with people pushing and shoving, determined to get their hands on a bottle of the drink.

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.”

It was then reported that there are several bottles being listed on second sites for up to £10,000.

Joshua Hughes
Joshua Hughes
Advertising Editor. I love adland, having worked in the industry for the past decade. In addition to advertising, I love my movies.

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