Past its prime? Stores selling PRIME energy drink at huge discounts

PRIME energy drink, which saw youths scratching the doors of store to get their hands on one, is now reportedly being sold in bargain bins for just 31 pence.

PRIME was launched by Youtube stars KSI (aka Olajide Olatunji from Hertfordshire) and Logan Paul to huge fanfare in 2022. Its bottles were sold online for as much as £20 by at the peak of the brand’s popularity. 

The brand has dropped a variety of flavours including Cherry Freeze, Lemon Lime, Lemonade, Blue Raspberry, Strawberry Watermelon, Ice Pop and Tropical Punch to be sold at £2 across supermarkets.

The popularity of PRIME was fuelled by the enormous social media reach of KSI and Logan Paul. When a supermarket 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. 

Due to high demand for the drink, media often reported how people are travelling hundreds of miles to get their hands on Prime.

Wakefield Wines, an off-licence in Wakefield, West Yorkshire, went viral after reportedly selling bottles for £100 each, while a 12-pack was advertised for £50,000 on auction site eBay, together fueling the demand further.

Now, images have been shared on X showing the drink apparently being sold for as little as 31 pence in a supermarket bargain bin.

Late last year the brand posted a huge jump in sales, which saw it named as the fourth most popular energy drink on the market.

BrandMax in Shirebrook, Nottinghamshire, is also flogging the bottled drink at a major discount by selling it at for just 50p each. The deal was posted on the Extreme Couponing and Bargains UK group on Facebook with images showing rows upon rows of Prime bottles stacked up against one another, with large flyers promoting the deal.