The YouTubers' energy drink has been causing chaos in UK shops due to high demand. What's the secret?
Newsbeat reporterThat's what Prime Hydration - a drink promoted by YouTubers KSI and Logan Paul - has sparked in shops around the UK.
With restocks selling out as fast as they arrive, it's also spawned a black market with people selling bottles for huge prices online.The hydration drink is available in multiple flavours with its website stating they are caffeine-free Speaking to BBC Newsbeat, KSI said the "crazy" response to Prime has been "unbelievable" and that he and Logan "honestly didn't expect it".
KSI did admit that the two Prime founders are "very good at marketing" - and getting the word out hasn't been a problem thanks to their huge profiles.Where they have struggled is getting the drink to people who want to buy it. "I hate it. I want everyone to have Prime at a reasonable price. And it's not fair. Obviously people are gonna say it's business, but I just think it's unfair."during the first Covid lockdown"Because it goes so quickly, and because people want it so much. All it takes is for the supermarket to say 'we're limiting the product'," Eddie says.
"They're brilliant content creators so they understand what their [young] audience want and when they want it," he says.For expert dietitian and sports nutritionist Dr Linia Patel, the drinks contain the ingredients you'd expect.Prime also contains electrolytes - minerals that can be lost from the body through sweating.
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