An advertisement for the “Prime Hydration Drink Range” apologising for the lack of inventory, a photo of customers holding their Prime bottles posted on social media, and a picture of shoppers lining up outside Sainsbury’s.
Today, Sainsbury’s debuted the limited-edition KSI Orange and Mango flavour of Prime beverage.
Early this morning, prime devotees got up to be among the first to purchase the trending “hydration” drinks.
Fans rushed to retailers as soon as they heard that it was officially available at Sainsbury’s this morning.
Footage on social media shows people lining up in the dark, before piling inside and heading straight for the Prime shelves.
The drink was created by popular YouTubers KSI & Logan Paul, and has attracted legions of teenage fans, who make up most of the buyers.
Sainsbury’s follows Aldi and Asda in stocking Prime, but is the first to launch the new KSI limited edition Orange and Mango flavour.
The products are sold on a ‘when it’s gone, it’s gone’ basis, although store managers have reportedly been told ‘there may be future opportunities to restock’.
Sainsbury’s also confirmed to Metro.co.uk it has enforced a strict limit of three bottles of Prime per customer.
Crowds rush to buy Prime drink after Sainsbury’s starts stocking it
The 500ml drinks are generally on sale for around £2 (£2,50 for limited edition flavours), but they sell out fast, prompting some retailers to bump prices.
Smaller shops have reportedly sold single bottles for as much as £8, while chances on eBay are listing multi-packs for thousands.
Asda and Aldi have had similar experiences in the past, with their Prime stock flying from shelves extremely quickly.
Asda tweeted the product is too popular to monitor supply, telling customers just to try their local stores.
There is even a Prime tracker app and Twitter page, which has the sole purpose of reporting where the drink is available to buy.
KSI even downloaded the app, telling his followers: ‘It’s literally impossible to find Prime.’
The YouTuber used the app to see where he could buy his own product in London, but he could not find any stock in the capital.
Prime has been hailed as an example of extremely effective online marketing.
People who manage to buy the bottles usually post about their success, creating a never-ending cycle of free advertising.