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Prime (drink)

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Prime
Two bottles of Prime sports drink
TypeSports drink, drink mix, energy drink
DistributorCongo Brands
Country of origin 
  • United Kingdom
  • United States
IntroducedJanuary 4, 2022; 2 years ago (2022-01-04)
Websitedrinkprime.uk Edit this at Wikidata

Prime (styled as PRIME) is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration, LLC.

The brand is promoted, and partially owned by KSI and Logan Paul. And there is know to be other flavours coming out soon

History

On January 4, 2022, Logan Paul and KSI announced together on a live Instagram feed that they had founded a new drinks company known as Prime Hydration.[1]

Products

Prime Hydration, LLC is affiliated with Congo Brands, co-owned by American businessmen Max Clemons and Trey Steiger.[2] In the UK, it was originally shipped from the US, and is now manufactured by Refresco.[3]

The Prime brand is used on sports drinks, drink mixes, and energy drinks.[4]

The hydration version is sold in Blue Raspberry, Grape, Ice Pop, Lemon Lime, Meta Moon, Orange, Strawberry Watermelon and Tropical Punch.[5] The energy version, launched in 2023, is sold in Blue Raspberry, Lemon Lime, Orange Mango, Strawberry Watermelon, and Tropical Punch.[6] Prime is made up of 10 percent coconut water and contains electrolytes, B vitamins and BCAAs.[5] The manufacturers also state that it has zero sugar or caffeine and has around 20 calories per bottle.[5] The drink is sweetened with aspartame, like many other sugar-free drinks.[7]

Advertising

Prime was the sponsor for Timmy Hill's number 13 car for the NASCAR circuit.[8] In July 2022, Premier League club Arsenal announced a joint marketing agreement with the company, with Prime becoming the official sports drink supplier for the club.[9] In their official statement they said it meant they have "access to talent and footballers which they do leverage in some of their marketing".[10] In January 2023, the Ultimate Fighting Championship (UFC) announced a joint marketing agreement with the company, with Prime becoming the official sports drink supplier for the Mixed Martial Arts (MMA) promotion company.[11][12]

Reception

The drink has been resold online on eBay.[13] Sky News reported that the release of the drink has sparked "chaotic scenes" at Asda[3] and Aldi supermarkets in the United Kingdom.[14][15]

Mary McCarthy of The Independent said that KSI and Logan Paul were "monetising misogyny" and criticized them for the amount of influence they had on young boys.[16]

Gordon Ramsay reviewed the drink on Heart radio, describing it as "like swallowing perfume", and giving it 0/10.[17] Boxer Chris Eubank Jr also tried the drink saying "It's very sweet, I mean it says it's naturally flavoured. It doesn't taste bad, but it's not a natural flavour of drink".[18]

References

  1. ^ W, Courtney (January 5, 2022). "KSI & Logan Paul Team Up To Launch New Drink Company 'Prime'". GRM Daily. Archived from the original on January 5, 2022. Retrieved January 5, 2022.
  2. ^ Sommerlad, Joe (January 1, 2023). "Who actually owns Prime energy drinks?". The Independent. Archived from the original on January 5, 2023. Retrieved January 11, 2023.
  3. ^ a b Butler, Sarah (October 28, 2022). "Prime market: YouTube star Logan Paul's £2 energy drink listed on eBay for £10k". The Guardian. Archived from the original on January 11, 2023. Retrieved January 11, 2023.
  4. ^ "PRIME By Logan Paul x KSI". PRIME. Archived from the original on January 17, 2023. Retrieved January 19, 2023.
  5. ^ a b c Sommerlad, Joe (December 31, 2022). "What is Prime energy drink and why is everyone so obsessed with it?". The Independent. Archived from the original on January 1, 2023. Retrieved January 4, 2023.
  6. ^ Reid, Claire (January 4, 2023). "New Prime Energy drink unveiled that's coming to the UK very soon". LADbible. Archived from the original on January 5, 2023. Retrieved January 12, 2023.
  7. ^ DeLaire, Megan (December 21, 2022). "What to know about Prime Hydration, the expensive sports drink hyped on social media". CTVNews. Bell Media. Archived from the original on January 4, 2023. Retrieved January 4, 2023.
  8. ^ Gutelle, Sam (May 23, 2022). "Logan Paul and KSI are getting some Prime advertising space on the NASCAR circuit". Tubefilter. Archived from the original on July 28, 2022. Retrieved July 28, 2022.
  9. ^ O'Brien, Sean (July 28, 2022). "DRINK IT IN Arsenal team up with Logan Paul and KSI – who was 'sick' of being a Gunners fan in 2019 – as YouTube boxer celebrates 'childhood dream' with hydration deal". Talksport. Archived from the original on July 28, 2022. Retrieved January 10, 2023.
  10. ^ Pandey, Manish (January 27, 2023). "Prime drink: How KSI and Logan Paul made it so popular". BBC News. Archived from the original on January 29, 2023. Retrieved January 30, 2023.
  11. ^ "Logan Paul and KSI laugh at Pimblett after signing Prime x UFC deal despite previous rivalry". February 2, 2023.
  12. ^ "UFC ANNOUNCES GLOBAL MARKETING PARTNERSHIP WITH LOGAN PAUL AND KSI FOR THEIR PRIME BEVERAGE BRAND | UFC". www.ufc.com. January 31, 2023.
  13. ^ Monaghan, Becca (October 20, 2022). "Bottles of KSI and Logan Paul's Prime drink are being sold on eBay for £400". Indy100. Archived from the original on October 22, 2022. Retrieved January 4, 2023.
  14. ^ "Prime Hydration: Chaos in Aldi supermarkets after brief sale of new drink promoted by YouTubers". Sky News. December 30, 2022. Archived from the original on December 31, 2022. Retrieved January 5, 2023.
  15. ^ Partridge, Joanna (December 29, 2022). "Customers queue at Aldi at dawn for YouTubers' Prime Hydration drink". The Guardian. Archived from the original on January 11, 2023. Retrieved January 11, 2023.
  16. ^ McCarthy, Mary (January 3, 2023). "The three reasons I loathe everything about Prime energy drinks". The Independent. Archived from the original on January 5, 2023. Retrieved January 5, 2023.
  17. ^ Bossinakis, Charisa (January 12, 2023). "Gordon Ramsay tried KSI and Logan Paul's Prime energy drink and gave it a savage review". LADbible. Archived from the original on January 12, 2023. Retrieved January 12, 2023.
  18. ^ "KSI's Prime Hydration: Is It Worth the Hype?". Men's Health. January 13, 2023. Archived from the original on January 13, 2023. Retrieved January 15, 2023.
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