Not in its prime! Once sought-after drink plummets to R7
South Africans' former favourite drink plummets to R6.99...
It was once the latest and greatest PRIME property on the East Coast and now it's in the clearance section. Prime Hydration has had a fall from grace in the South African market.
In a turn of events, this drink created by celebrities hits rock bottom. This drink went viral on social media due to the involvement of YouTube celebrities KSI and Logan Paul. It was also doing the rounds with celebrities and ordinary folk like us.
Read More: Prime energy drink goes for R400 right here in uMhlanga
You once couldn’t get your hands on this drink in South Africa and now it can’t fly off the shelves fast enough. From craze to clearance, it seems!
Causing a drastic price slash to get this drink off the shelves, social media users are anything but impressed by this visual representation of how viral trends fade in SA.
One TikToker shared how the interest of the market has shifted and this drink is now cheaper than other SA energy drinks. Take a look:
@lifestyleby_alisha Who would have thought this day would come 🫣 #f #fyp #foryou #fypシ #foryoupage #fypシ゚viral #trend #trending #bizzare #strange #funny #prime #primehydration #lifestyle #lifestylevlog #foodie #foodfluencer #lifestyleinfluencer #lifestyleby_alisha #bargain #bargainshopping ♬ Stupid, laughing, stupid, foolish, stupid(1185684) - myuri
Why was there hype?
Prime is a hellishly expensive sports drink which kids here and abroad are obsessing over. It was created by an American company, although a few suppliers around Mzansi have been able to get their hands on this golden drink.
The hype around this drink comes from the big YouTube celebrities that stand behind this product, as well as partnering with Arsenal Football Club and the UFC.
Prime drink comes in two types – Prime Hydration and Prime Energy – and is available in seven flavours. It is said to contain 10% coconut water, 2g of sugar, 25 calories, 250mg of BCAAs (which enhance muscle growth), 830mg of electrolytes, as well as vitamins and antioxidants.
Read More: From R500 to R10: The dramatic fall of PRIME drinks in SA
Why did it cost so much?
It comes down to supply and demand. The hype surrounding the drink meant that limited quantities are available, thus prices rise sharply. Now that the supply is high and demand is low, outlets have had to drop prices drastically.
REVEALED: Is this TikToker actually a robot?
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Image courtesy of TikTok