The Prime drink hype is over: Prices drop to only R10

Who would have thought that only months after the popular international sports drink Prime Hydration was sold for up to R800 for a 500ml bottle would see a substantial price drop?

PRIME HYDRATION DROP FROM R800 TO R10 AFTER FRENZY

It is now retailing for as low as R10 in select supermarkets.

This drink, Prime Hydration, endorsed by YouTube sensations KSI and Logan Paul, saw immense demand despite its exorbitant price tag.

Some shops listed it as between R350 and R800 for a bottle after it was initially introduced to South Africa in April 2023.

According to a report by TimesLives Checkers, the drink was offered at a discounted rate of R40 during the peak of its popularity, prompting a surge in purchases as parents and teenagers flocked to stores.

THE SURGE QUICKLY RESULTED IN RAPID STOCK DEPLETION

This surge resulted in rapid stock depletion.

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Now, months later, Prime Hydration’s hype appears to have waned, Supermarket President Hyper now offering the 500ml hydration drink for just R10, while Checkers retails it for R19.99.

MONTHS LATER, THE PRIME HYPE SEEMS TO HAVE WANED

Some online platforms, such as Takealot, still carry the product at slightly higher prices, ranging from R60 to R120.

Prime’s energy drink variant, distinct from its hydration counterpart, sells for R219.

CONCERNS HAVE BEEN RAISED ABOUT THE HIGH CAFFEINE CONTENT

Meanwhile, in the United States, concerns have been raised regarding the high caffeine content of Prime Energy, leading US Senate majority leader Chuck Schumer to call for an investigation by the Food and Drug Administration.

However, in South Africa, each 500 ml bottle of Prime Hydration contains about 20 calories and is made up of 10% coconut water and zero added caffeine or sugar.