Social media personalities Logan Paul and Olajide Olatunji (KSI) are no strangers to controversy. With a history of highly publicised “beefs,” the pair bolstered their rivalry by coming together for two boxing matches.
By early 2022 however, the celebrities announced a transition from boxing opponents to business partners.
The drink brand PRIME is the result of their successful collaboration. It is available as a hydration drink, “hydration sticks” (water soluble, powdered version of the hydration drink) and most recently, as an energy drink.
Positioning themselves as the underdogs, the pair took the Internet by storm. They revelled in controversial publicity, capturing the interests of teenagers worldwide.
PRIME Hydration has been released in Australia, amidst shopping centre frenzies, verbal and/or physical altercations, social media scavenging and crazy online bidding wars. After unexpected stock delays, this product (and subsequent re-stocks) have sold out almost immediately.
The official sport drink of UFC is available in a 500ml bottle. There are currently 8 flavours, including Strawberry Watermelon, Blue Raspberry, Tropical Punch, Lemon Lime, Orange, Grape, Meta Moon and Ice Pop.
PRIME Hydration is marketed as a non-stimulant sports drink that “helps replenish electrolytes and hydrate, is caffeine free… and is a better option post-workout.”
Despite containing no caffeine, the label warning of PRIME Hydration advises that it is “not suitable for children under 15 years of age, pregnant or lactating women…”
PRIME Hydration can be purchased at some Woolworths supermarkets, supplement stores and third-party online retailers (eg ebay). Online buyers are urged to beware of scammers, verify product here.
PRIME Energy was released internationally (via the official website) in January – selling out within an hour.
This is a caffeine-based carbonated energy drink (355ml can), available in 5 flavours (Blue Raspberry, Lemon Lime, Tropical Punch, Strawberry Watermelon and Orange).
According to Australian health experts, the drink contains more than six times the amount of caffeine than a can of Coke and is well above the legal Australian limit:
PRIME Energy is not recommended for children under the age of 18, women who are pregnant or nursing, or individuals who are sensitive to caffeine.
Currently, only PRIME Hydration is available for general sale in Australia. Due to its exceeding caffeine levels, PRIME Energy cannot be sold in-store as a sports drink… But could it be sold as a dietary supplement?
Mr Supplement website states that “PRIME Energy will be available online and in stores,” mid 2023.