- 1 Who is the CEO of Prime drink
- 2 Is Prime Hydration under investigation
- 3 Who owns Prime Hydration 2023
- 4 Is Prime halal yes or no
- 5 Why is Prime drink so popular
- 6 Is Prime drink successful
- 7 Who makes money from Prime drink
- 8 How much is Prime worth as a company
- 9 Who sponsors drink Prime
- 10 How much has Logan Paul made from Prime Hydration
Who is the CEO of Prime drink
Peter Dazeley/Getty Images If you’ve heard of sport and energy drink brand Prime Hydration, there’s probably one key fact you know about it: It’s owned by YouTuber-slash-boxer Logan Paul, and YouTuber-rapper-boxer KSI. After all, it’s right there in the (full) name of the beverage brand: “Prime by Logan Paul x KSI.” The duo launched the brand in 2022, with major hype causing the drinks to fly off shelves (although there were accusations that Prime deliberately kept supplies of its beverages low in order to pump up that hype).
Go to the official site, and the first thing you’re greeted with is a large photo of the two, mouths agape, and each wielding a can of Prime’s high-caffeine, high-electrolyte, and zero-sugar energy drink. On the site, a brief history of the company notes that “we” (that is, Paul and KSI) “dropped our first product,
in 2022,” with the influencers going on to note that they were “humbled by the process of creating a real brand.” But there’s just one catch: Prime may have their names and faces all over it, but Paul and KSI aren’t the full owners of the company. Instead, they share ownership with a company known as Congo Brands.
Which Paul owns Prime drink?
New York CNN — For being less than two years old, Prime energy and sport drinks are already enduring a major growth spurt. Prime launched in January 2022 and is a joint creation between influencers (and former boxing rivals ) Logan Paul from the US and Olajide “KSI” Olatunji, who is from the United Kingdom.
They have amassed tens of millions of followers on Instagram, YouTube and TikTok and capitalized on their influence to create a line of drinks that have become an instant success and disrupted the energy drink category. The duo’s first drink, Hydration, is a Gatorade-like sports drink that mixes coconut water and electrolytes, without sugar or caffeine.
The drink differentiated itself from its older rivals with a lineup of punchy flavors, which include ice pop, lemonade and “Meta Moon,” a combination of blue raspberry, bubblegum and cotton candy. Prime is billed as a “better for you lifestyle beverage that people could enjoy on any occasion.” It also hoped to eschew the “sports drink” label despite being one, since the brand says Paul and KSI “have fans who are students, doctors, teachers, athletes and everything in between.” The drinks quickly sold out following their launch.
- Pandemonium, like long lines and fans furiously grabbing for the drink, forced grocery store chain Aldi in the UK to limit purchases to one bottle per person at one point.
- The hype surrounding the drink also carried over to the US, where it has garnered a strong following with school-aged kids.
- A year later, Prime expanded its lineup to launch an ultra-caffeinated (and controversial) version called Energy.
A 12-ounce can contains 200 milligrams of caffeine, which contains six times more caffeine than a can of Coca-Cola. A 12-pack costs $29.99 and is sold at several retailers including Walmart, CVS and Target. Five flavors were introduced, including tropical punch, orange mango and strawberry watermelon.
- We launched Prime with one product line exactly one year ago and we’ve already grown to surpass some of the biggest players in the industry,” Paul said in a press release announcing Energy’s launch.
- It’s been surreal to see our growth and now that we’re taking on the energy space, I’m excited to see where we can go.” But this week Senate Majority Leader Chuck Schumer said the US Food and Drug Administration should investigate the high caffeine content in the canned energy drink as well as its marketing efforts.
Schumer alleged that Prime Energy “has an eye-popping level of caffeine, and that’s giving parents and doctors the jitters for the kids that are targets” and said that another issue is that “most parents haven’t even heard of this stuff that their kids are begging for.” “Prime is born from the reels of social media and the enigmatic world of influencers,” Schumer said.
“Kids see it on their phones as they scroll, and then they actually have a need for it.” In response, Prime said that its energy drink contains a “comparable amount of caffeine to other top selling energy drinks, all falling within the legal limit of the countries it’s sold in.” Prime Energy has “complied with all FDA guidelines before hitting the market and states clearly on packaging, as well as in marketing materials, that it is an energy drink and is not made for anyone under the age of 18,” the company said.
“As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they feel are necessary in order to protect consumers.” Both Paul’s and KSI’s followers on social media skew young.
On Instagram, 61% of Paul’s followers are 24 years old or younger (KSI’s is 63%) and on TikTok nearly 80% of Paul’s followers are 24 years old or younger, according to Fohr, an influencer marketing tech company. Prime’s account on Instagram for the same age bracket accounts for 66% of its following. The American Academy of Pediatrics recommends no caffeinated sports drinks or other products for children under the age of 12, while adolescents between the ages of age 12 and 18 should limit their intake to less than 100 milligrams per day.
The FDA says 400 milligrams of caffeine a day for healthy adults is “not generally associated with dangerous, negative effects.” The agency didn’t respond to CNN’s question if they will formally examine the drink. If it does advance to a Senate hearing, it wouldn’t be the first time.
In 2013, a Senate panel held a similar hearing with top energy drinks. “The leading energy drink companies at the time — Rockstar, Monster and Red Bull — all appeared before the Senate about a decade ago and were warned to be careful about their youth marketing pitches, but they weren’t anywhere near as tied to an early teenage cohort as Prime,” Jeffrey Klineman, editor-in-chief of BevNet, told CNN.
“It will be interesting to see how the Prime crew alters their pitch, or the branding on the energy drink to move it away from potential confusion with the sports drink, if there’s a hearing,” he said. Paul said that Prime Hydration made $250 million in retail sales in its first year.
In addition to promoting it on their social media, Hydration has inked deals with major league sports, including the Los Angeles Dodgers, mixed martial arts organization UFC and, most recently, FC Barcelona soccer teams, to become their official energy drink. Sports drinks are a much smaller market than soda, but the category is “growing at a faster rate,” said Duane Stanford, editor and publisher of Beverage Digest.
For the first quarter of 2023, Prime Hydration has captured 5.8% dollar share of sports drinks, according to data from Beverage Digest. Although that’s far behind Pepsi-owned Gatorade (43.8%), Coca Cola-owned BodyArmor (14.4%) and Powerade (7.6%), Prime’s growth comes at the expense of those brands, with Gatorade and BodyArmor falling during that period, while Prime climbed.
And there’s plenty of room for Prime to grow: Euromonitor forecasts that the $13 billion sports drink market in the US will grow to nearly $17 billion by 2027. Meanwhile, Prime Energy has raked in around $42.5 million this year, according to Circana data given to BevNet. Klineman said it faces tougher competition compared to its sports drink because there’s a lot of “thriving brands” including Celsius, C4 and Ghost, which “are all larger by orders of magnitude and are growing quickly.” Considering Paul’s appeal and social media, it’s not a surprise that both of the drinks blew up so quickly, Klineman said.
“Prime brings a youthful buying cohort that hasn’t had a lot pitched their way beyond traditional kid’s drinks. Paul is way more appealing to a 13-year-old than a juice box.” CNN’s Samantha Beech and Maria Sole Campinoti contributed to this report.
Is Prime Hydration under investigation
PRIME investigation: FDA asked to look into Logan Paul’s energy drink, which has caffeine of 6 Cokes NEW YORK – An influencer-backed energy drink that has earned viral popularity among children is facing scrutiny from lawmakers and health experts over its potentially dangerous levels of caffeine.
- On Sunday, Sen.
- Charles Schumer called on the Food and Drug Administration to investigate PRIME, a beverage brand founded by the YouTube stars Logan Paul and KSI that has become something of an obsession among the influencers’ legions of young followers.
- One of the summer’s hottest status symbols for kids is not an outfit, or a toy-it’s a beverage,” said Schumer, a Democrat from New York.
“But buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.”
Backed by two of YouTube’s best known stars, PRIME was an immediate sensation when it launched last year, prompting long lines in grocery stores and reports of school yard resale markets,,Advertising itself as zero sugar and vegan, the neon-colored cans are among a growing number of energy drinks with elevated levels of caffeine; in PRIME’s case, 200 milligrams per 12 ounces, equivalent to about half a dozen Coke cans or nearly two Red Bulls.That high content prompted bans from some schools in the United Kingdom and Australia where some pediatricians warned of possible health impacts on young children such as heart problems, anxiety, and digestive issues.A company representative said their energy drink, which comes with a warning label that it is “not recommended for children under 18,” contains a comparable level of caffeine to other competitors. “As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they feel are necessary in order to protect consumers,” spokesperson Alyx Sealy, said in a statement.Sealy also noted the company sells a separate sports drink, PRIME Hydration, which contains no caffeine at all.But in his letter to the FDA, Schumer claimed there was little noticeable difference in the online marketing of the two drinks – leading many parents to believe they were purchasing a juice for their kids, only to wind up with a “cauldron of caffeine.”
“A simple search on social media for Prime will generate an eye-popping amount of sponsored content, which is advertising,” he wrote. “This content and the claims made should be investigated, along with the ingredients and the caffeine content in the Prime energy drink.” : PRIME investigation: FDA asked to look into Logan Paul’s energy drink, which has caffeine of 6 Cokes
Why is Prime so expensive?
Why is Prime so expensive? – Due to the huge demand during its UK launch, it has been hard to get hold of the drink. This has pushed up prices. On Twitter last year, KSI added that the beverage was being sold on the “black market”. In a tweet, the YouTuber shared screenshots of bottles being sold for £15 on eBay and said: “This annoys me so much.
- We’re trying so hard to increase the supply as much as possible to try and combat the black-market selling.
- Me and Logan ain’t made any money from Prime.
- It’s all going back into the business to increase the supply.
- We’re trying people.” Wakey Wines, an off-licence in Wakefield that has gone viral on TikTok, gained notoriety for allegedly selling Prime bottles for £100 each.
The shop’s owner, Mohammed Azar Nazir, posts clips of himself with his customers, boasting about how much they bought the drinks for. Though it’s unclear whether people were genuinely buying Prime drinks for £100 a bottle, or whether it was purely a marketing stunt, stores elsewhere have reportedly been selling Prime at inflated prices.
- One shop in Ayrshire, Scotland, in December began selling two flavours of the beverage for £12.50 — more than six times what Asda and Aldi were charging.
- Another shop in Surrey vowed to stop selling the energy drink, after customers complained about the £10 cost.
- One shop assistant who works at the shop told Surrey Live in February: “Deliveroo adds on a 42 per cent mark-up.
Sales were very slow via Deliveroo, due to the high prices. Customers in the store could buy the drink for £10 last month. Some customers ask and it’s very expensive to stock, I don’t want to lose custom. “My friend gave me one or two boxes. They cost me £8.50 per bottle, so I sold them for £10 each.
How much has Logan Paul made from Prime?
The YouTube star Logan Paul reveals how much money his and KSI’s Prime sports drink has made since its launch in January 2022. YouTube star Logan Paul recently revealed how much money his new drink has brought in. Paul and KSI released their Prime sports drink last year, with it flying off the shelves and bringing in some impressive first-year earnings for the YouTube stars. Logan Paul first rose to fame on the now-defunct video service Vine and currently enjoys over 23.6 Million YouTube subscribers.
The social media star has also guest starred in network TV shows, starred in two feature-length movies for YouTube Red, and even fought an exhibition bout with five-division world champion boxer Floyd Mayweather. However, Paul’s career has also been hounded by a series of controversies. The most recent of which involved allegations of abandoning his pet pig Pearl, though Logan Paul denies any wrongdoing and claims the animal was re-homed without his knowledge.
Logan Paul and KSI traveled to Australia to celebrate Prime’s launch in the country. The social media stars were met with massive crowds and made multiple TV and radio appearances. During their interview on the Kyle and Jackie O radio show, the hosts asked if they knew how much money Prime made.
- After a slight bit of confusion, Paul confirmed that the sports drink made $250 million in retail sales and grossed $110 million internally.
- It also made an additional $45 million in January, the same month that Prime became the official drink of the UFC,
- In terms of financial success, the numbers more or less speak for themselves, showing the result of Prime’s massive viral popularity.
Last year’s rollouts were not perfect, of course. UK Retailers faced difficulty keeping Prime on the shelves, with one video even showing shoppers fighting over the drink. There was also a severe problem with Prime scalpers further straining the limited supply and reselling the beverage for significantly more than its retail price.
Logan Paul’s business partner KSI angrily reacted to the Prime scalpers in a TikTok video last month, Regardless of Prime’s difficult UK rollout, the sports drink is clearly a massive hit and major success for Paul, KSI, and the sports drink’s manufacturers. It is undoubtedly more successful than Logan Paul’s controversial Cryptozoo, a video game that would allow players to hatch and collect NFT animals that would gain value over time.
However, the game never materialized, and the project’s failure may land the social media star in legal jeopardy. Fortunately, Logan Paul’s latest venture seems to be on a much more positive trajectory. MORE: Why Tiny Tina’s Wonderlands Marketing Set it Up For Failure Source: Dexerto
Who owns Prime Hydration 2023
What to know about Prime, the Logan Paul drink that one senator wants investigated It’s fruity flavored, it pops in TikTok videos and, according to Senate Majority Leader Chuck Schumer, it poses a serious risk to the health of America’s teenagers. Prime energy drinks (stylized by the company as PRIME), a growing status symbol among Gen Z’ers, are facing backlash this week after Schumer, D-N.Y., called on the U.S.
- Here’s what to know about the hype and the risks.
- What is Prime?
- The energy drink is one of three products sold by Prime, a brand owned by Louisville-based Congo Brands and promoted by YouTubers Logan Paul and Olajide Olayinka Williams Olatunji, who goes by KSI.
- Prime bills itself as a purveyor of sports hydration, filling “the void where great taste meets function” and helping one “refresh, replenish, and refuel.”
Two of its products are geared towards post-workout recovery, offering Gatorade-esque servings of electrolytes and vitamins. But the third product pledges “energy,” which, according to the ingredient label, comes in the form of caffeine — a hefty 200 mg of it per 12 oz can.
A small warning on the back of the product warns it’s “not recommended” for those under age 18 or “people sensitive to caffeine.” But in terms of the brand’s online marketing — much of which takes the form of social media posts — there’s not much visual distinction between Prime’s recovery drink and its energy drinks.
Both come in brightly colored packaging, with summery flavors like “Ice Pop” and “Tropical Punch.” Both products are available in the U.K., Canada, Australia and the U.S., retailing for around $2.50 per bottle — but that’s if you can find them. Why is Prime so popular? Since the brand’s launch in 2022, Prime products have gained a cult-like following, causing the drinks to fly off shelves in the U.K.
- Or sell for astronomical mark-up prices.
- Lucky Instagrammers share images of empty Prime bottles lined up like 2023’s equivalent of a prize beanie baby collection, but for rowdy teen males.
- When Prime launched in Australia earlier this year, hundreds of hopeful patrons packed in the street, clamoring for a free sample.
Prime has been named the official sports drink of the Los Angeles Dodgers, the London Arsenal and the UFC. FC Barcelona is also rumored to be exploring a contract with Prime to replace its relationship with Gatorade. “This goes well beyond the value of the drink,” says David Craig, a professor of social media communications at the University of Southern California.
- For Prime drinkers, holding a can is “a status symbol,” Craig told NPR.
- It’s a symbol of membership in a fan club, a sign of belonging to that community.” And that community is the one that’s been built and sustained by the faces behind the brand: Paul and KSI.
- Who are Logan Paul and KSI? The 28-year-old Paul and 30-year-old KSI are primarily known for their YouTube channels, where, combined, they have more than 40 million followers.
And if the crowds of fans that show up in real life are any indication, a large share of those followers are teenage males. Even before Prime came on the scene, Paul faced questions about pandering to a young audience, especially as controversy has proved key to his viral success.
He’s faced backlash for saying he’d “go gay for just one month,” for tasering dead rats and for posting a video of a dead body, a man who’d taken his own life. “The appeal is this kind of perpetual youth and bad boy flagrancy,” Craig says. “It’s a trapped-in-adolescence kind of behavior that they’ve managed to sustain for over a decade.” And it’s lucrative, especially when Paul and KSI team up.
Before they were business partners, the two were rivals, trading trash talks on their respective platforms until they met in real life for a boxing match. The fight ended as a majority draw (two judges said the pair tied; a third scored in favor of KSI).
- They fought again in 2019, gaining widespread national political attention after Paul said KSI was “on his fifth abortion,” causing both sides of the abortion movement to weigh in.
- That second fight earned each man no less than $900,000, Forbes reported.
- Fast forward to 2022, and the launch of Prime earned $250 million in sales, according to The Washington Post.
- Though Prime is owned by Congo Brands, Paul and KSI position themselves as founders and decision-makers, crediting themselves with building the Prime empire.
- Why does Schumer want Prime to be investigated?
On Sunday, Schumer held a press conference calling for the U.S. Food and Drug Administration to investigate Prime’s energy drink, calling it a “cauldron of caffeine” that posed “serious health concerns” for kids. Schumer described his announcement as partially a public service warning for parents, taking aim directly at how the product was portrayed online.
“A lot of parents may not have ever heard of it, but their kids have,” Schumer said. “That’s because Prime is engaged in a vast advertising campaign aimed at kids.” Each 12 oz can of Prime Energy is equivalent to two cups of coffee or roughly six cans of Coca-Cola. The 200 mg of caffeine is significantly more than other energy drink brands, including Red Bull (80 mg per 8.4 oz can) and Monster (160 mg per 16 oz can).
There’s no proven safe dose of caffeine for children, according to the American Academy of Child and Adolescent Psychiatry. The group recommends children under 12 avoid all caffeine and those aged 12 to 18 limit their intake to about 100 mg. At any age, an overconsumption of caffeine can lead to sleep deprivation, anxiety, nausea and lack of appetite, headaches and dizziness, according to the National Institutes of Health.
- In his letter to the FDA, Schumer outlined four major areas he deemed worthy of investigating: the drink’s claims to boost athletic performance and focus, its social-media heavy advertising, its labels and warnings and its “eye-popping caffeine content.”
- In a statement shared with NPR, Prime said the caffeine level in its energy drink falls “within the legal limit of the countries it’s sold in” and that it had “complied with all FDA guidelines before hitting the market.”
- “As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they feel are necessary in order to protect consumers,” the company wrote.
Will the FDA actually investigate? What could come of it? It’s unclear whether the FDA, which falls under the executive branch, will heed Schumer’s call. The administration has not yet responded to NPR’s request for comment. Even if it does decide to investigate, it’s unclear what, if any, regulations it could impose on a substance like caffeine, which is not banned for any age group in the U.S.
Perhaps the best precedent is a 2010 controversy surrounding Four Loko, an alcoholic energy drink that sparked outcry following the hospitalization of dozens of young drinkers. The makers of Four Loko voluntarily removed the drink’s 156 mg of caffeine before an anticipated FDA ruling. When it comes to the global cultural phenomenon that is Prime energy drinks, a solo lawmaker’s request for an investigation only underscores the relative lack of attention the U.S.
government is paying to marketing on social media. And that’s important, according to marketing experts like Craig — because they don’t see these spaces going away anytime soon. “We need a serious reboot from the analog era to the social era,” he told NPR. : What to know about Prime, the Logan Paul drink that one senator wants investigated
Is Prime halal yes or no
FAQ Is there a limit on how many products I can purchase? Orders are limited to 1 (one) 12pk GlowBerry PRIME Hydration, per customer. All other flavours are limited to 2 (two) 12pks, per customer. You will not be able to revisit the site and place multiple orders for yourself or anyone else.
Anyone caught violating any of our policies, placing fraudulent orders, or multiple orders, will have all orders cancelled and none of your orders will be processed or fulfilled. If I need to cancel or edit my order, what should I do? Once an order is processed, we will not be able to cancel or make any edits to an order.
Please reach out to our Customer Service Team at with your order number and we’ll be happy to check the status of your order. Does placing an item in my shopping cart guarantee I will receive the product? Placing items into your shopping cart does not reserve inventory or guarantee the items will remain in stock while you complete the checkout process.
All PRIME purchases (drinks, powder, and merchandise) made directly on our website are final sale.To return a purchase made from a retail location, we recommend reaching out directly to the retailer for assistance.If you have additional questions, please reach out to our Customer Service Team at
Do you offer returns on retail purchases? We are unable to accept returns from retail locations, as we do not have access to retail systems. We recommend reaching out to the retailer directly to inquire about returns, exchanges, or refunds. What products do you offer? is a naturally flavored beverage with 10% coconut water, BCAAs, antioxidants + electrolytes to help you refresh, replenish, and refuel.
provides the boost you need for any endeavor with zero sugar, 140mg of caffeine, and electrolytes. 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. Yes, all PRIME products are gluten-free. Yes, all PRIME products are vegan.
Yes, all PRIME products are soy-free. No, PRIME products are not kosher. While Prime products do not hold a formal Halal Certification; our products do not constitute any ingredients or manufacturing processes that would require such certification. Does PRIME Energy have caffeine? PRIME Energy contains 140mg of caffeine, per 12 oz.
can. 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. Are PRIME products recyclable? Yes, PRIME Hydration bottles and PRIME Energy cans are recyclable. Is there limit on how many products I can purchase? Orders are limited to 2 packs per flavor, per customer.
You will not be able to revisit the site and place multiple orders for yourself or anyone else. Anyone caught violating any of our policies, placing fraudulent orders, or multiple orders, will have all orders cancelled and none of your orders will be processed or fulfilled.
What type of payments do you accept? Visa, MasterCard, Discover, and American Express. How do I purchase a gift card? At this time, gift cards are not available for purchase. Do you offer price adjustments? We do not offer price adjustments on any orders. My order arrived damaged. What should I do? If your order arrived damaged and you purchased from drinkprime.uk, please send our Customer Service Team an email at with your order number and images and we’ll be happy to help! We currently ship to the following locations in the UK: England, Wales, and Scotland. Please be sure to check back for updates as we continue to work on expanding our markets! What is your Shipping Policy? Only U.K.
based customers will be able to order and ship products through drinkprime.uk to U.K. based shipping addresses. For U.S. based customers, you will only be able to place an order on drinkprime.com and ship products to U.S. based shipping addresses. Any fraudulent orders, orders placed to ship outside of these territories, orders placed for other customers, orders using different identities or information other than their own, multiple orders placed by the same customer, or wrongfully placed orders will not process and will be cancelled.
- What happens if the shipping carrier is unable to deliver my package? If the shipping carrier is unable to deliver your order, your package will be marked as “Returned to Sender”.
- We recommend reaching out to the shipping carrier directly to reschedule a delivery date, or our Customer Service Team at for assistance.
What should I do if my order was marked delivered, but I haven’t received it? Please allow 5 business days for your package to be delivered. At times, shipping carriers mark a package as delivered but will not deliver it until a later time. If your package has not arrived after the 5th business day, please reach out to us at and our Customer Service Team will assist you! The tracking information for my order isn’t updating.
What should I do? Once packages leave our warehouse, we ask that you please contact the shipping carrier for updates regarding shipping and delivery. Tracking numbers may take additional time to update and load in the system before movement is displayed. My order is being shipped to the wrong address, what can I do? Once an order has processed for shipment, we can no longer update the shipping address.
We recommend reaching out to the shipping carrier,, to redirect your package or have it held at a location near you. How long will it take to receive my order? When your order is packaged and ready to go, we will send you an e-mail notification with your tracking information.
Please allow at least 5-7 business days for the package to be delivered. Orders placed on Saturdays and Sundays and around holidays may take additional processing time due to increased order volume and shipping carrier delays/schedules. Rest assured, our Team’s goal is to get your order to you as quickly as possible, even during these times.
We appreciate your patience! Please reach out to our Customer Service Team at for additional questions regarding the status of your order. : FAQ
Is Prime Hydration making money?
Conclusion – In conclusion, Prime Hydration, the brainchild of YouTubers Logan Paul and KSI, has swiftly emerged as a prominent player in the drinks market. With a staggering £200 million ($250 million) in retail sales within its first year, the brand’s financial success is undeniable.
- Logan Paul and KSI’s marketing tactics and online influence boosted Prime Hydration’s rapid rise.
- The acquisition of Prime Hydration by Coca-Cola further solidifies the brand’s value and potential for future growth.
- As the brand expands its presence and captivates consumers, it positions itself to dominate the sports drink market.
Prime Hydration’s emphasis on taste, hydration, and community fosters a dedicated following in its niche. As Logan Paul and KSI continue to navigate the business landscape, their collaboration serves as a blueprint for other content creators looking to harness the power of YouTube and build successful commercial ventures.
Why is Prime drink so popular
A year and a half ago, two YouTubers and sports stars, Logan Paul and KSI, once rivals in the boxing ring, came together to fight a common enemy: Gatorade. They channeled their energies, and their combined 40 million social media followers, into a rival fruit-flavored sports drink they called Prime Hydration.
Their young fans across the US and UK were captivated. Almost immediately, the drink became a rare commodity, and therefore precious. Young people posted YouTube and TikTok videos of their epic quests through convenience stores to find it, sometimes at ridiculously marked-up prices. They charged each other exorbitant sums in playgrounds for open bottles and amassed collections of all nine flavors.
Paul and KSI and their partner, Congo Brands, made a reported $250m from the brand – which does, undeniably, actively target children in its marketing – in 2022. And adults, for the most part, were oblivious. In January 2023, a year after the debut of Prime Hydration, Paul and KSI expanded into the energy drink business.
- Prime Energy comes in most of the same super-sweet fruity flavors as Prime Hydration.
- It derives its power not from sugar but from coconut water and taurine, an energy-producing amino acid, as well as – crucially – 200mg of caffeine per serving.
- Red Bull, by contrast, has a mere 80mg per serving, while Monster has 160mg, and a cup of coffee has between 100 and 200mg, depending on how it’s brewed (or 300mg if it’s a Starbucks Grande).
Comparisons aside, one can of Prime Energy far exceeds the FDA’s recommended daily maximum caffeine dose of 100mg for people between 12 and 17. (The maximum for adults is 400mg; children 11 and younger shouldn’t drink caffeine at all.) By summer, adults had heard of Prime Energy and decided it was time to worry. Logan Paul, the co-founder with KSI of Prime Hydration, and later, Prime Energy. Photograph: Ritzau Scanpix/Reuters In early July, Chuck Schumer, the Senate majority leader, urged the FDA to investigate Prime. “One of the summer’s hottest status symbols for kids is not an outfit, or a toy,” he intoned at a press conference.
- It’s a beverage – but buyer and parents beware because it’s a serious health concern for the kids it so feverishly targets.
- Prime is so new that most parents haven’t a clue about it, but it is born from the reels of social media and the enigmatic world of influencers.” In a letter to the FDA he urged the agency to investigate “insufficient warnings about caffeine content” and “to seriously consider Prime’s target market of children as part of any investigation”.
This is far from the first time Americans have been alarmed over kids’ consumption of caffeine. (Schumer himself has previously called for an FDA investigation of caffeinated peanut butter and all-out bans on inhalable and powdered caffeine.) As far back as 1909, officials at the US Department of Agriculture were concerned about excessive amounts in Coca-Cola, which had recently abandoned any pretense of being a headache remedy and was now a soda fountain staple popular with kids as young as four.
It contained roughly 74mg per 8oz serving, and because of kids’ smaller size, they were likely to feel the effects – including anxiety, jitters, dehydration and diarrhea – faster. After a series of lawsuits, the Pure Food and Drug Act was amended in 1912 to add caffeine to the list of “habit-forming” and “deleterious” substances that needed to be identified on food labels, and Coke elected to cut the caffeine per serving by half.
Even that was enough to provide an extra burst of energy, and kids found soda a superior alternative to coffee – especially teenagers, who research has found have sleep patterns and biological clocks at odds with society’s need for early risers. In adolescence most people’s body clocks shift, meaning they need to get up later, but school still starts early, resulting in many teenagers being chronically sleep-deprived.
Coke was sweeter and could be guzzled instead of sipped so, in theory, one could consume more caffeine more quickly. The specific category of energy drinks developed later, out of another beverage panic, this time over the excessive quantities of sugar. One of the first, Dr Enuf, was specifically formulated in 1949 to be fizzy and caffeinated like soda, but fortified with vitamins so it wasn’t all just empty calories.
The vitamins gave Dr Enuf a veneer of healthfulness, and, as a bonus, meant it could be marketed as a supplement, a strategy that has been adopted by almost every energy drink since. Supplements aren’t as closely regulated as regular foods, allowing a freer rein with both marketing and ingredients. Chuck Schumer called Prime ‘one of the hottest status symbols for kids’ in a press conference urging the FDA to investigate the drink. Photograph: Mike Kemp/In Pictures/Getty Images In 2013, the Senate committee on commerce, science and transportation held a hearing at which medical professionals testified that large quantities of caffeine were unhealthy, especially for under 18s.
Afterward, members of the American Beverage Association, the trade group that represents many energy drink manufacturers, agreed to include more explicit information about caffeine content on packaging, to stop selling their products in K-12 schools, to stop marketing explicitly to kids 12 and younger, and not to encourage overconsumption or mixing their beverages with alcohol.
It could be argued that Prime Energy follows those rules: the packaging and website state the caffeine content and that the drink is intended for people over 18. Crucially – as Paul recently pointed out in a TikTok post in which he read a statement from his phone, shirtless in a boxing gym, apparently annoyed about the interruption to his workout – Prime Energy and Prime Hydration are different drinks.
- One comes in a bottle (Hydration), one in a can (Energy).
- But many would say Prime and other energy drinks don’t go nearly far enough.
- Both feature sweet flavors and colorful packaging which feel clearly designed to appeal to children, said Frances Fleming-Milici, the director of marketing initiatives at the Rudd Center for Food Policy and Health at the University of Connecticut, as does a marketing strategy which centers around influencers beloved of under 18s, YouTube and video games.
“It’s under the radar of parents and adults,” Fleming-Milici said. “If companies wanted to do the right thing, wouldn’t they change the way they market their products?” She pointed out that they could change the way the drinks are sold, too: “Some energy drinks explicitly state the drink is intended for adults 18 years or older on the can.
If this is the case, wouldn’t it make sense to have a policy in place to look at a purchaser’s ID when it’s being sold?” But regulation of energy drinks is an uphill battle. Of all the efforts to ban selling energy drinks to kids – there have been many over the past 15 years, in more than a dozen states – the only one that was successful concerned alcoholic energy drinks, after several college students were hospitalized for alcohol poisoning after drinking Four Loko.
The FDA still hasn’t imposed any specific regulations on nonalcoholic energy drinks. While people have been hospitalized after consuming too many energy drinks, and some have even died, it’s hard to pinpoint energy drinks as the immediate culprit. When Davis Cripe, a 16-year-old from Chapin, South Carolina, died of a heart attack in 2017 after downing a McDonald’s latte, a large Mountain Dew and an unspecified energy drink in the span of about two and a half hours, the county coroner told newspapers that it wasn’t necessarily the caffeine that was to blame but the fact that Cripe had consumed it so quickly.
- It has yet to be scientifically proven exactly how bad energy drinks are for kids, and if they are any worse than caffeinated soda or coffee.
- There have been plenty of scientific studies of the effects of caffeine, both good (increased alertness, better athletic performance) and bad (increased stress and aggressive behavior, high blood pressure, poor sleep, stomach irritation), but very few have been exclusively concerned with energy drinks, or the interactions between caffeine and other commonly found ingredients such as yerba mate, guarana or taurine.
The kids I spoke to, though, said they weren’t interested in the Prime brand for the caffeine but for the association with Paul and KSI. “It feels special because I’ve watched this YouTuber for a long time, so it feels like a connection,” said Shayden Belgard, 16, of Portland, Oregon, who, like Paul, drinks Prime Hydration at the gym. Prime’s co-founder KSI sprays Prime Energy after defeating FaZe Temper during the MF Cruiserweight Title fight. Photograph: Julian Finney/Getty Images Prime Energy is so new, there’s very little meaningful sales data, so it’s hard to say definitively whether kids are drinking it as much as the original hydration drink.
If TikTok is any indication, most of the obsession still seems to center around the non-caffeinated original. Both Shayden and Wilder said they preferred Prime Hydration to Energy, and so did most of the kids they know. This isn’t just because of the taste, though Wilder said he didn’t like Energy when he tried it.
It’s because Hydration is harder to find, and therefore more of a prize. (There’s a subset of videos on YouTube and TikTok in which users, mostly older teens and adults, compare the two, with mixed results. One pair of teenage testers pronounced Energy “not as unique” and said they didn’t think they would become addicted.) Many parents who are worried about Prime may well be unaware that only one drink is caffeinated; Schumer didn’t help matters by conflating both variants.
But, as sociologists have long observed, moral panics are excellent for getting politicians’ names in the news, and diverting attention from more pressing issues. It’s much easier for a politician to call for an investigation of one energy drink, which can easily be removed from store shelves (Prime Energy has already been banned in Australia and New Zealand, South Africa has banned all Prime drinks and Denmark has banned Prime Energy and is demanding changes to Prime Hydration) than it is to try to regulate the entire caffeinated drinks industry.
Moral panics also serve as an excellent marketing strategy for brands courting young people – the news provides plenty of free publicity and warning labels often make kids want to try something, It’s also easier to call a press conference to condemn a drink than to monitor what one kid is looking at on social media.
- And, in the case of Prime, social media, and not caffeine, may be the true source of the moral panic.
- How was this trend able to grow so quickly among kids without their parents’ knowledge? Fleming-Milici thinks fighting social media’s influence is a losing battle, and there’s no point in blaming parents.
The best way to keep kids away from energy drinks, she believes, is to make them less appealing. She’s thinking specifically of flavored e-cigarettes, which attracted more teen smokers; some studies show that after they were banned, fewer teens started smoking.
There are many kids like Wilder, who lied about his age and downloaded TikTok without his mother’s knowledge or permission. He first heard about Prime from kids at school, but now he can learn about whatever’s coming next on his own – totally below the radar of the adults in his life. As his mother, Erika Browne, explained: “At this age, it’s really hard not to have your kids to have something like,
They’re all on it. They feel left out if they’re not. It’s been a contentious subject in our house.”
Is Prime drink OK for kids?
Why is PRIME Hydration bad for kids? – PRIME has two products, PRIME Energy and PRIME Hydration. It should be obvious that PRIME Energy isn’t healthy for kids to drink because of the high amount of caffeine, Each 12-ounce can of PRIME Energy contains 200 milligrams of caffeine.
- That’s equivalent to about six cans of Coke.
- The company even states that PRIME Energy is not recommended for children under 18.
- According to the American Academy of Child & Adolescent Psychiatry (AACAP), teens aged 12 to 18 shouldn’t have more than 100 milligrams of caffeine daily,
- According to AACAP guidelines, caffeine beverages shouldn’t be given to children under 12.
PRIME Hydration doesn’t contain caffeine or sugar. Its ingredients include coconut water, electrolytes, antioxidants, and vitamins. But that doesn’t mean it is suitable for kids to drink, especially if they consume several bottles daily. Article continues below advertisement One of the problems with PRIME Hydration is that it contains artificial sweeteners,
- While there are few studies on the effect of artificial sweeteners on children, family nutrition expert Sarah Remmer believes they may inhibit a child’s growth.
- If kids consume too many artificially sweetened products, they risk displacing more nutrient and energy-dense foods that they need for proper growth and development,” Remmer wrote on her blog.
Article continues below advertisement PRIME Hydration also contains artificial vitamins. Taking too many synthetic forms of vitamin A (retinyl palmitate), vitamin B-12 (cyanocobalamin), and vitamin B-6 (pyridoxine hydrochloride) can lead to vitamin toxicity,
Is Prime drink successful
Prime Hydration Drink – Success Case Study
Prime is a new sports drink launched by Congo Brands in partnership with celebrities KSI and Logan Paul. The product benefits are marketed towards any type of consumer, not just those engaged in sports or exercise. The beverage’s healthy ingredients, exclusivity, and uniqueness contribute to its success, with high demand outpacing product availability.
- Celebrity endorsement plays a vital role in creating a ready-made target audience.
- Congo Brands has launched a new sports drink, Prime, in partnership with celebrities KSI and Logan Paul.
- The brand markets the product as suitable for any type of lifestyle with multiple product benefit claims.
- The success of Prime has been huge in the US, and the UK launch has seen consumer demand far outpace product availability.
Celebrity endorsement, healthy ingredients, and uniqueness have been the foundation of Prime’s success.
Why is Prime Hydration not for kids?
Bottom Line: – Don’t buy into the influencer hype. For older kids, Prime Hydration can be safe once in a while, however it does pose a risk of vitamin toxicity if consumed in excess. Prime Energy drink is much too high in caffeine and should be avoided by children under the age of 18 years old.
Is Prime drink healthy?
What if I just enjoy the taste of Prime drink but don’t use it for exercise? – The flavour of Prime drinks themselves have generally been described as quite pleasant and enjoyable, making it often more favourable than plain water, especially when exercising.
- But if you wanted to consume Prime as an alternative drink to a soft drink for example, it comes down to how often you are having it.
- Be aware that Prime drinks contain a source of artificial sweeteners, which have been linked to some negative health consequences, especially when consumed frequently.
Keep in mind that Prime energy contains a high dose of caffeine, which may not be suitable for those sensitive to caffeine.
Who makes money from Prime drink
YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022. One year on, Paul said the drink had generated US$250 million (£209 million) in retail sales worldwide, with US$45 million of that in January 2023 alone. In the UK, there have been purchase waves across the country, with stores constantly selling out of restocks.
- The popularity and shortage of Prime led to buying restrictions set by supermarkets, with some people reselling the drink – originally priced at £24.99 for 12 bottles – for over £1,000,
- So why has Prime become so popular? Certainly, it could be explained in part by the popularity of its founders, two of the most famous YouTube personalities in the world.
Between them, Paul and KSI have over 39 million subscribers on their main YouTube channels. As a researcher in social media with a specific focus on YouTubers, I would argue that the drink’s popularity is down to the pair’s audience engagement. But their savvy use of YouTube’s algorithmic networks, in which videos with similar content are linked together by YouTube’s recommendation algorithm, has also been key.
How much is Prime worth as a company
Prime founder KSI’s net worth revealed as accounts show how much YouTuber earned Exclusive IN HIS PRIME
Published : 14:13, 31 Jan 2023 Updated : 14:36, 31 Jan 2023
PRIME drink entrepreneur KSI saw assets in his business hit £11.9million last year, new paperwork reveals. The social media influencer, rapper and crossover boxer paid himself a £1m dividend as cash rolled in on the back of his music and promotional work.2 KSI drinking a bottle of Prime Credit: Getty Sales of his Prime Hydration drink – – have rocketed since its introduction last year and helped to boost his wealth.
As well as the bumper dividend KSI, real name Olajide Olatunji, 29, also advanced himself more than £5m from the company, which is due to be paid back with interest.As well as a hugely successful music career KSI is one of the UK’s most sought after influencers with three YouTube channels with 41million subscribers and over 10billion video views.His most recent album, All Over the Place, went straight to number one and he has had five top five hits.KSI also has a successful career as a celebrity boxer, has acted in a film and says he owns ten properties around the UK.In his tell-all Amazon Prime documentary, he gave fans a tour of his KSI last boxed in January, knocking out YouTuber Faze Temperrr, 29, to take his boxing record to five wins and one draw. That blemish came against Paul, 27, in 2018 but he won the rematch when they turned professional a year later. They have since formed a friendship and in 2022 revealed the launch of Prime – to much success. and has fans so desperate to get their hands on it there have been fights in shops. Looking ahead, Prime are set to and hope that will keep the thirst for Prime going as they enter their second year in business together.
2 Prime founders KSI and Logan Paul : Prime founder KSI’s net worth revealed as accounts show how much YouTuber earned
Who sponsors drink Prime
Prime Hydration becomes official hydration sponsor of FC Barcelona Published: 2023-07-01T13:00:17 ❘ Updated: 2023-07-01T13:40:08 KSI and Logan Paul’s Prime Hydration has announced a partnership with the world’s biggest football team, FC Barcelona, becoming the official hydration sponsor.
- It’s fair to say has been an immense success so far.
- Since the two former rivals, KSI and Logan Paul, banded up in early 2022, the beverage has reached some incredible heights.
- So far, the brand has sponsored teams in multiple sports, becoming, as well as — and more recently in MMA fighters Israel Adesanya and Alex Volkanovski.
Article continues after ad Earlier this year,, making it the first YouTuber brand to be advertised during the event, and has even alongside Logan Paul. Now, Prime has become a sponsor with another major sports team, partnering up with prestigious Spanish football club FC Barcelona.
- Announced on July 1, has now become the official hydration sponsor of FC Barcelona.
- The club was previously sponsored by one of Prime’s biggest competitors — and hydration industry leader Gatorade.
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- Article continues after ad “Out with the old, in with the new.
Goodbye Gatorade, Prime is now the new hydration sponsor of FC Barcelone,” the two YouTube stars wrote in a joint Instagram post. According to the, the partnership will include the products being visible during games in the bench area, as well as in training sessions involving the men’s, women’s, and youth football teams.
How much has Logan Paul made from Prime Hydration
Logan Paul and KSI made more than $200 Million with Prime.
Is Prime Hydration privately owned?
Bottom Line – In conclusion, Prime Hydration, a privately held company co-owned by influencers Logan Paul and KSI, has made a significant impact in the sports and energy drink market since its launch in 2022. Although not currently publicly traded, there is considerable interest in the company’s potential future IPO.
How much was Prime Hydration sold for?
How Much is Prime Hydration Worth? – While the precise net worth of Prime Hydration is not publicly disclosed, its immense success and sales figures undoubtedly contribute to its substantial value. The brand’s £200 million ($250 million) in retail sales within its first year is a testament to its financial viability and market appeal.