Why is Prime Energy drink so popular? Ingredients explored as wild Aldi video leaves internet perplexed

Aldi stores in the UK were left in total chaos when shoppers lined up to get YouTubers Logan Paul and KSI's Prime Energy drink that went on sale on Thursday, December 29, 2022.

Prime is the brainchild of on-court boxing rivals Logan Paul and JJ Olatunji aka KSI. The drink is created and marketed through their company Prime Hydration, LLC.

The sports drink, which was first launched in the United States, is promoted as a "naturally flavored beverage." The product's website states that it has zero sugar, 10% coconut water, BCAA's, electrolytes, antioxidants, and Vitamin B with only 25 calories in a 500ml bottle.

The drink seems to be incredibly popular due to it being a collaborative effort of Logan Paul and KSI.

"Absolue carnage in Aldi": Bewildered netizens respond to demand and chaos caused by Prime Energy drink

News of Aldi's promotion brought a mass of shoppers queuing outside for hours just to get their hands on a bottle. Chaotic scenes of people pushing and snatching bottles became a common site.

A Twitter user Mark Hall, @markbenhall, uploaded a video at a local Aldi store showing the "absolute carnage."

Mark's tweet went viral with over 26 million views and 21 thousand likes. Since then, many Twitteratis have shared their responses to the fruit-flavored energy drink with the hashtag, #Prime.

They questioned the obsession of people, especially the younger generation with Prime. Some even commented that they did not like the taste. Others pointed out that it was too expensive for what is essentially just "flavored water."

A few comments which spoke about patrons buying Prime and then selling it on platforms Facebook Marketplace for 10 times the original price.

More about Prime Energy and the Aldi fiasco

The Prime Hydration product is available in limited sales within the United Kingdom at Aldi for a "Special Buy" sale. With hundreds of people lining up and limited stock availability, some stores ran out of the drink just 30 minutes into the opening of the store. Other stores restricted the sale to three (in some stores one) bottles per customer.

The fruit-flavored Prime Energy drink comes in seven flavors: Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch, Lemon Lime, Grape, and Orange.

Many believe the reason behind the mass hysteria of just grabbing a bottle is its marketing and promotion by the two former rivals and social media influencers Logan Paul and KSI. The website for the drink gives a brief about Prime Hydration:

The duo have their own YouTube channels and a combined following of 63 million subscribers. Their massive social media presence sparked a viral obsession amongst their legion of followers Prime Energy drink.

About the author

Nirali has been a popular culture writer at Sportskeeda for the past 1.5 years, covering celebrity/influencer trends and profile/histories, political news, crime reports, and lifestyle. She completed her Bachelor's in Architecture from University of Mumbai and Masters in Heritage Conservation from University of Southern California. Professionally, Nirali has a strong 7.5-year experience working as an architect, an Assistant Archivist and a Digital Archivist across three companies.

Nirali’s educational qualifications and unique career trajectory put great emphasis on research and writing, which along with her personal interest in popular culture, led her to the current role at Sportskeeda. Her specialties are researching histories, crime stories, and developing general knowledge pieces.

The most crucial step in Nirali’s reporting is rigorous fact-checking, and she relies on information from primary sources only for her news. In the absence of a primary source, Nirali double, and even triple-checks information from multiple sources before presenting them to her readers. Strictly anti-AI, she believes in giving credits wherever necessary.

Nirali’s favorite celebrities are Mark Ruffalo and Dolly Parton, and she admires them for their support of humanity and advocacy for what is right. An avid reader, Nirali can be found nose-deep in a new book when she is away from her keyboard. Nirali also loves to illustrate in her free time.

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