Supermarket shelves across Britain are being stripped bare by teenagers who are getting up at 5am to get their hands on an energy drink created by two Youtubers. Bottles of Prime Hydration, launched by influencers KSI and Logan Paul, are selling out within minutes of the drink being restocked at Asda stores across the country.
Shoppers have reported experiencing ‘madness in the aisles’ as youths scramble to get hold of the £2 sports drink as soon as they appear in stock. Teens have been getting up as early as 5am to queue outside the stores before they open forcing some shops to limit each customer to three bottles per person.
Others have been flogging them on at school for profit while bottles have been appearing and selling on eBay for as much as £60. Demand for the drink - which comes in 11 different flavours including blue raspberry, tropical punch, lemon-lime, and orange - is now leading to shortages.
The drink is stocked exclusively by Asda and many stores have sold out leading to it being branded by web users as 'the most valuable hydration drink on the planet'. Photographs show empty shelves at a store on Silver Street, in Worcester, where a staff member revealed they were selling out 'within 30 minutes'.
The supermarket has even had to make a plea for people to 'shop responsibly' amid the chaotic scenes of school children storming into the stores. A sign on the shelf reads: "Maximum purchase: three units per customer on each flavour of Prime Hydration Drinks.
"At this time of high demand, we're working hard to keep our shelves stocked with items for everyone. We've always been proud to serve our customers with great items, and we'd ask all our customers to please shop responsibly so we can help make sure there is enough to go around."
One Worcester resident added: "It's crazy. Kids are getting up at 5am to get their hands on them and then flogging them on for profit once they get to school. It's becoming like gold dust. All this for an energy drink."
Elsewhere, in Scotland it was reported that the bottles were being sold behind barriers at the cigarette booth to protect staff. And in Kent, a 17-year-old was arrested after a box of Prime Hydration was stolen from an Asda in Ashford.
In County Durham, shoppers revealed bottles of Prime Hydration at one store were completely gone by 9am on Saturday. Asda's customer services Twitter account is also being bombarded with requests from shoppers asking when they will be back in stock.
Asda replied to several customers saying: "Prime hydration has been in very high demand since it hit our shelves this year. The best thing to do is visit your store frequently and keep an eye out for stock, as it is very popular and sells fast. Thank you and good luck!"
One proud buyer posted a picture of the block-shaped bottle on social media with the caption: "The most valuable hydration drink on the planet."
Launching first in America, Prime Hydration became immensely popular selling out in a matter of hours when it was first available online in January. Since launching in the UK, people have been seen queuing outside shops in the hope they will get their hands on the energy drink.
Demand for the drink is being fuelled by the influencers turned boxing rivals popularity who share over 50 million subscribers between them. The pair say they intend to 'rival some of the biggest companies on Earth' such as Pepsi, Coke, Gatorade, and Powerade.
KSI spoke about the celebrity-endorsed drink in an episode of The Fellas podcast where he reacted to the popularity of the energy drink and explained why it is so hard to find. The 29-year-old said: "It’s always sold out, man. Honestly, people are selling it on the black market.
"The only place you’re meant to get Prime is Asda and Arsenal stadium. But people are getting it at petrol stations. Asda employees aren’t even putting it on the shelves anymore.
"They’re shipping it out lowkey. They’re like ‘what’s the point, I put it on the shelf, and it’s gone instantly."
