Prime Hydration, the sports drinks brand launched by YouTubers KSI and Logan Paul, is now the best-selling sport and rehydration brand at Walmart in the US, outselling perennial favourite Gatorade.
Prime was launched in 2022 to huge hype, especially through social media, with stores selling out of the drink across the world as demand outstripped supply initially. Last year, Paul said the company had already passed the one billion bottles sold mark.
Its popularity shows no sign of waning. In a LinkedIn post by Trey Steiger, who co-owns Prime Hydration’s parent company Congo Brands, he revealed that in the past four weeks, Prime has outsold all other sports and rehydration drinks in US supermarket chain Walmart.
New flavour Cherry Freeze sold more than 2.28 million units, with Glowberry shifting 1.17 million units, making them the top two most popular drinks. Long-established rival Gatorade meanwhile only sold 400,000 units of its most popular flavour, Cool Blue Thirst Quencher, in the same period.
Another Prime flavour, Ice Pop, also made the top 10 biggest sellers list, selling nearly 280,000 units.
In all, Prime earned the company a cool $7 million over that four-week period.
It shows that Prime is becoming an established favourite in the drinks market and wasn’t just a flash in the pan among teenagers boosted by the online profiles of those behind it.
It continued to be heavily promoted, with global stars such as Patrick Mahomes from the NFL, Manchester City striker Erling Haaland and UFC fighter Israel Adesanya signed up for advertising duties.
Prime Hydration has a range of flavours and, according to the manufacturers, is sugar- and caffeine-free, containing about 20 calories per bottle. There is also an energy drink version of Prime, which contains 200mg of caffeine.
