BY JACK WATSON
Prime, a hydration drink launched in 2022 by YouTube stars Logan Paul and KSI, quickly became a viral sensation, particularly among children and teenagers. Desperate to get their hands on it, fans resorted to raiding store shelves, queuing outside shops hours before opening, and paying exorbitant prices. In some cases, people even shelled out large sums just for empty bottles.
It seemed the world had gone mad.
Social media was flooded with videos of shoppers fighting in aisles and outside stores, racing to be the first to the Prime display. It was reminiscent of the chaos in Jingle All The Way, where Schwarzenegger’s character frantically searches for the Turbo Man action figure. On platforms like Facebook Marketplace, Prime was resold for outrageous prices, ranging from £10 to as much as £1,000. Some even made the trek to Wakey Wines, a shop in Wakefield made famous on TikTok, to buy these ‘rare’ drinks for exorbitant sums.
In just one year, Prime raked in $250 million in sales as demand skyrocketed globally. To keep up, the company expanded its availability to more retailers and countries, introduced new flavours, and even launched a Prime energy drink. It became one of the most sought-after beverages, leading to sponsorship deals with football giants Arsenal, Bayern Munich, Borussia Dortmund, and Manchester City star Erling Haaland. Business was booming.
Fast forward two years—what I referred to in a previous article on Country Squire as the ‘Age of Inanity’ —and the hype has fizzled. Prime is now a product of the past.
Visit any shop, especially discount chains like B&M, and not only will you find Prime bottles in stock, but you’ll also spot them in the clearance section, where they’re plentiful. Originally priced at £2 per bottle and frequently selling out within hours, Prime now sits unsold, with promotions offering two or three bottles for the same price. In a local Heron Foods, Prime was being sold off at a meagre 14 pence. Stores that once fought to stock the drink are now struggling to clear it off the shelves. There’s no longer a limit on how many bottles customers can buy—once capped at three per person.
A report from The Grocer in early 2024 revealed that Prime sales had dropped by over 50%, signalling the brand’s sharp decline. Here in the UK, the once-ubiquitous Prime bottles have all but disappeared from sports venues, streets, and children’s hands. Now, they’re mostly seen on advertising boards during football matches sponsored by the drink. This visibility is the last vestige of the brand’s prominence, but even so, they are hemorrhaging money. After earning £26.8 million in the first quarter of last year, Prime’s revenue fell to £12.8 million in the same period this year, representing a £14 million loss. At this rate, their earnings will continue to shrink.
So, what was all the fuss about? In essence, nothing. Two savvy YouTubers capitalised on their massive following—nearly 48 million subscribers combined (not counting KSI’s second channel, which adds another 16.3 million)—by creating a product tailored to their youthful audience. However, they failed to resonate with a broader demographic, and the older generation quickly grew irritated with the hype. Eventually, even the young lost interest and moved on to the next trend: vaping.
In the end, Prime is now well past its prime.
Jack Watson is a 16-year-old schoolboy, who has a Substack about being a Hull City fan. You can subscribe to it here.