Checkers bringing ‘overpriced’ R400 PRIME energy drink to South Africans for R40

 ·24 Apr 2023

Retail group Checkers has announced that it is the official partner of the trendy PRIME energy drink that has blown up on social media in South Africa.

From Monday, 1 May 2023, PRIME will be sold at selected Checkers and Checkers Hyper stores and on Sixty60 in the Western Cape, Gauteng and KwaZulu-Natal.

It will roll out to the rest of South Africa during the month, the group said.

PRIME is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration and promoted by YouTubers Logan Paul and KSI.

The drink surged in popularity in South Africa this past month as many young people hunted for any and all bottles they could get their hands on. Supply was severely constrained, and prices were pushed up as high as R400 or R500, leading to even more buzz.

Parents have baulked at the pricing, and many commentators have labelled the drink overpriced and overhyped – but this has done little to quell demand.

Checkers says it has now been confirmed as the official South African retail partner for the drink, and as such, it is now exclusively available at retail prices a tenth of what people have been paying. The drink will retail for R39.99.

“PRIME has become an international viral sensation following its hugely successful launch in January 2022 by YouTube sensations Logan Paul and KSI who, combined, boast around 100 million social media followers,” it said.

“First launched in the USA, United Kingdom and Australia in 2022, PRIME’s availability caused major excitement amongst Gen Z customers, resulting in thousands lining up overnight to get their hands on the popular drink which has now become a viral collector’s item around the world.”

Checkers said it is launching with four PRIME Hydration flavours: Ice Pop, Blue Raspberry, Lemon Lime and Tropical Punch.

Purchases will be limited to eight per customer, two per flavour.

Each 500ml bottle of PRIME has around 20 calories and is an ideal thirst quencher for consumers who wish to rehydrate, refuel and replenish their energy levels.

It is made up of 10% coconut water, with zero added sugar or caffeine, and contains electrolytes, vitamins A, E & Zinc and branched-chain amino acids (BCAAs).

Read: Shopping price war 2023: Woolworths vs Checkers vs Pick n Pay vs Spar vs Food Lovers

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