Is the party over? Bottles of Prime found being sold for just 31p just a year ... trends now
A drink at the centre of a youth craze that once saw queues line up outside supermarkets is now allegedly being sold in bargain bins for just 31 pence.
Prime drinks were launched by Youtube stars KSI (aka Olajide Olatunji from Hertfordshire) and Logan Paul to huge fanfare in 2022.
Aimed primarily at boys aged nine to 12, bottles were sold online for as much as £20 by unscrupulous sellers at the peak of the brand's popularity.
Asda, the first supermarket to stock the drink, limited purchases to three bottles, while stampedes for the product formed in the runup to Christmas of that year.
Now, images have been shared on X, formerly Twitter, showing the drink apparently being sold for as little as 31 pence in a supermarket bargain bin.
Images have been shared on X, formerly Twitter, showing two flavours of the Prime hydration drink being sold for as little as 31 pence in a bargain bin
Prime drinks were launched by Youtube stars KSI (aka Olajide Olatunji from Hertfordshire) and US influencer Logan Paul (left) to huge fanfare in 2022
Queues formed in Sainsbury's in December 2022 as eagle-eyed shoppers raced to get their hands on the beverage
The popularity of the Prime 'Hydration' drink, comprised of filtered water and coconut water, was fuelled by the enormous social media reach of KSI and Logan Paul - and saw sales of over one billion bottles.
When Aldi started selling Prime Hydration last December, limiting bottles to just one per person, customers queued at dawn and were pictured jumping over shelves in the frenzy to get their hands on it.
This week, one shopper said how shocked she was to see bottles of Prime Hydration's blue raspberry and the pink strawberry watermelon flavours at such a reduced price.
Stunned Jo Alice saw them for a fraction of the price in Tesco in Byres Road, Glasgow, Scotland.
She said: 'I was shocked to see it discounted to pennies. I know family and friends who paid £10 or even £20 for the drink.
'I've never tried Prime but bought eight bottles for an Easter party this weekend so plan to try it then.
'I like the brand and the hype over it. Also love the colours that were reduced.'
Her friend Arran Wilson added: 'Supply and demand, every eight to ten-year-old in the country wanted it, now they've had it. The end.'
Tyler Duran quipped: 'Now it's past its Prime.'
Another stated: 'That's why people shouldn't listen or follow so called influencers.'
Prime Energy drinks - a caffeinated version of the brand - hit shelves in the UK on April 28 last year
Another added: 'When it was released some girl stopped me outside Spar in Manchester, asking me to buy her a bottle because it's one per customer.
'And now they are selling bulks.'
Noah Alberts questioned: 'Aside from the hype, are they decent?
Besides the initial sales hype, the drink has found itself gaining headlines of another kind.
On April 28 last year, Prime Energy - a canned drink containing 140mg of caffeine - hit British shelves for the first time. Just days later, a young pupil in Wales allegedly suffered a 'cardiac episode' upon downing the Prime Energy drink.
Milton Primary School in Newport, Gwent, claimed the child had to have their stomach pumped as it issued a warning letter to parents.
Cans of traditional energy drinks can contain more than 80g of sugar and have as much caffeine as three cups of coffee.
In comparison,
