This week, Aldi supermarkets across the UK have become the center of attention, with customers eagerly trying to get their hands on a new, viral range of soft drinks called Prime Hydration. These drinks are not just any beverages; they are promoted by popular YouTube stars Logan Paul and KSI, creating an unprecedented buzz around them. The excitement has led to long queues and a frenzy as shoppers flock to stores in hopes of purchasing this highly sought-after drink.
Prime Hydration was launched as an "Aldi Special Buy," but the response has been overwhelming. In the Crawley store, for instance, the shelves were completely cleared within just 30 minutes after opening on Thursday morning, December 29. This rapid depletion of stock highlighted the high demand and eagerness of consumers to obtain the drink.
Customers lined up around the block, hoping to secure crates of their own. However, staff had to implement restrictions, limiting each customer to just one bottle. Signs were posted soon after to inform shoppers that the drink had entirely sold out, further emphasizing the product's popularity.
Reports of empty shelves were not only limited to Crawley; other Aldi branches in places like Gravesend in Kent and Thornbury near Bradford also experienced similar shortages. The frenzy surrounding Prime Hydration illustrates the power of celebrity endorsements in driving consumer behavior.
As the faces of Prime Hydration, Logan Paul and KSI have captured the attention of fans and consumers alike. But who exactly is behind this product that has taken the market by storm? According to internet sleuth Isaiah Louis, each bottle of Prime Hydration lists an address that leads back to a manufacturer in Louisville, Kentucky, specifically one Max Clemons. Clemons, alongside his partner Trey Steiger, co-owns Congo Brands, which is the actual manufacturer of these popular drinks.
Congo Brands aims to create synergy between the independent brands co-founded by Clemons and Steiger over the years. The duo has been portrayed as former high school classmates who have now built a drinks empire capable of producing 10 million bottles a year, with an estimated revenue exceeding £85 million.
Both Clemons and Steiger have a background in sports and academics, having graduated and studied accountancy and finance before launching their first drinks venture in 2017. Today, they enjoy impressive lifestyles, with Clemons residing in a £2.4 million high-rise apartment in Nashville and Steiger living in a luxury home in Florida valued at £2.3 million.
It's noteworthy that neither Logan Paul nor KSI holds a controlling share in Prime Hydration UK, according to Companies House. However, their combined 140 million YouTube subscribers make them ideal partners for driving the product's visibility in a competitive market that includes giants like Gatorade and Powerade.
Prime Hydration was introduced to demonstrate what can happen when rivals collaborate as business partners, filling a gap in the market between great taste and functional beverages. The drink is available in various flavors including Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch, Lemon Lime, Grape, and Orange. Yet, as of now, all 12 packs available on the brand's official website are sold out.
The drink boasts a formula containing 10% coconut water, electrolytes, B vitamins, BCAAs, and claims to have zero sugar, caffeine, and only around 20 calories per bottle. This healthy profile has contributed to its rising popularity.
In recent weeks, Asda supermarkets also reported running out of Prime Hydration, leading to some bottles being sold at inflated prices on eBay. In a local newsagent called Wakey Wines in Wakefield, West Yorkshire, bottles were reportedly sold for £20 each, reflecting the demand and scarcity of the product. Another store in Worcester sold them for £15, with the owner noting that customers didn't complain about the pricing, demonstrating the product's appeal.
