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Prime (drink)
Prime Hydration, LLC is an American manufacturer of sports drinks, energy drinks and drink mixes, owned by Congo LLC and Internet personalities Logan Paul and Olajide "KSI" Olatunji, who also promote the beverages.
Prime Hydration, the sports drink, was announced in January 2022, and became available in limited numbers from June 2022. The drink then became more widely available in late 2022 and early 2023, and was followed by a massive social media hype, causing limited availability in stores. Prime Hydration+ Sticks later followed, as well as Prime Energy cans. Sponsorship deals later followed with Arsenal F.C., Ultimate Fighting Championship and WWE, which have included limited edition bottle designs.
From inception, the beverages caused controversy due to their levels of caffeine, electrolytes and added micronutrients, and have subsequently been banned in some schools. As of June 2025, the hydration drink has significantly declined in popularity since its 2023 heyday, and the energy cans and hydration sticks have been completely discontinued in some markets. Despite this, the drinks are still sold in major retailers and sponsorship deals with third-parties still remain.
On January 4, 2022, YouTubers KSI and Logan Paul, with collectively more than 40 million YouTube subscribers and millions of followers on other platforms, announced on a live Instagram feed that they had founded a new drinks company known as Prime Hydration. Their involvement led to a social media hype around the product, which was followed by demand from school-age children, particularly teenage boys.
According to the Evening Standard, the surge in demand caused high prices among online resellers, including an eBay listing offering twelve bottles for £400. Sky News reported that the release of the drink sparked "chaotic scenes" at Asda and Aldi supermarkets in the United Kingdom. A Financial Times article conveyed a London teacher's account of how children who only possessed used Prime bottles, filled with water, were "catapulted to higher status among their peers".
Mary McCarthy of The Independent, commenting on the way Prime was being marketed through social media, suggested that KSI and Logan Paul had undue influence on the product's main market—young boys—and that "cold, calculating big business" was working with individuals whose attitude towards women was questionable, and whose output was often misogynistic, aimed at boys "waiting to be told what to think".
Gordon Ramsay reviewed the drink on Heart radio, describing it as "like swallowing perfume", and giving it 0/10. Boxer Chris Eubank Jr. also tried the drink saying "It's very sweet, I mean it says it's naturally flavoured. It doesn't taste bad, but it's not a natural flavour of drink".
Bloomberg reported that Prime achieved sales of $250 million in 2022 and $1.2 billion in 2023. Sales of Prime in the UK declined 48% in 2024, making it the fastest falling food or drink brand according to consumer data from NielsenIQ.
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Prime (drink)
Prime Hydration, LLC is an American manufacturer of sports drinks, energy drinks and drink mixes, owned by Congo LLC and Internet personalities Logan Paul and Olajide "KSI" Olatunji, who also promote the beverages.
Prime Hydration, the sports drink, was announced in January 2022, and became available in limited numbers from June 2022. The drink then became more widely available in late 2022 and early 2023, and was followed by a massive social media hype, causing limited availability in stores. Prime Hydration+ Sticks later followed, as well as Prime Energy cans. Sponsorship deals later followed with Arsenal F.C., Ultimate Fighting Championship and WWE, which have included limited edition bottle designs.
From inception, the beverages caused controversy due to their levels of caffeine, electrolytes and added micronutrients, and have subsequently been banned in some schools. As of June 2025, the hydration drink has significantly declined in popularity since its 2023 heyday, and the energy cans and hydration sticks have been completely discontinued in some markets. Despite this, the drinks are still sold in major retailers and sponsorship deals with third-parties still remain.
On January 4, 2022, YouTubers KSI and Logan Paul, with collectively more than 40 million YouTube subscribers and millions of followers on other platforms, announced on a live Instagram feed that they had founded a new drinks company known as Prime Hydration. Their involvement led to a social media hype around the product, which was followed by demand from school-age children, particularly teenage boys.
According to the Evening Standard, the surge in demand caused high prices among online resellers, including an eBay listing offering twelve bottles for £400. Sky News reported that the release of the drink sparked "chaotic scenes" at Asda and Aldi supermarkets in the United Kingdom. A Financial Times article conveyed a London teacher's account of how children who only possessed used Prime bottles, filled with water, were "catapulted to higher status among their peers".
Mary McCarthy of The Independent, commenting on the way Prime was being marketed through social media, suggested that KSI and Logan Paul had undue influence on the product's main market—young boys—and that "cold, calculating big business" was working with individuals whose attitude towards women was questionable, and whose output was often misogynistic, aimed at boys "waiting to be told what to think".
Gordon Ramsay reviewed the drink on Heart radio, describing it as "like swallowing perfume", and giving it 0/10. Boxer Chris Eubank Jr. also tried the drink saying "It's very sweet, I mean it says it's naturally flavoured. It doesn't taste bad, but it's not a natural flavour of drink".
Bloomberg reported that Prime achieved sales of $250 million in 2022 and $1.2 billion in 2023. Sales of Prime in the UK declined 48% in 2024, making it the fastest falling food or drink brand according to consumer data from NielsenIQ.