Shocking scenes unfolded at Aldi stores across the UK as shoppers battled children to get their hands on a popular new drink created by two YouTube mega stars.
Prime Hydration is owned and promoted by Logan Paul and KSI, two online stars with a combined audience of over 30 million on the popular video platform.
The drink, which is not currently on sale in Australia, retails for £24.99 a bottle (about AU$45) in UK and US supermarkets after launching in early 2022.
However, it recently became available in UK Aldi stores as part of a special shopping promotion, priced at £1.99 (about AU$3.50) per bottle, leading to queues and fights huge, as it sold out “in about 30 seconds”. The sun reports
Social media was quickly flooded with images of crowds going to extremes to get their hands on the viral drink.
Footage from one store shows a crowd of people, both adults and small children, pushing and shoving a carton of the drink, desperate to get their hands on one.
The video, captured by 19-year-old student Kristina Sheppard in Sydenham, East London, revealed the “absolute chaos” at Aldi stores today.
“It was just hectic. I didn’t push anyone, but there was a lot of pushing and shoving,” he said The sun.
“I thought there was a limit of one bottle per flavor, but I saw people had boxes of them.
“There were parents pushing the children. There were children between 7 and 14 years old, they left them out of the way. One of the staff was shouting “parents, stop pushing the kids”. It was absolute carnage.”
Another customer, Adam Smith, said he joined the queue for the drink with his 10-year-old son Charlie, who is “obsessed” with the drink, early this morning.
He said there were at least 50 people in front of him in line and more than 100 behind him.
Meanwhile, a clerk at Aldi, a store in south-east London, said the store ran out of limited stock within “minutes” of opening.
“People started lining up outside at 6 a.m. and we don’t even open until 8 a.m.,” said the employee, who asked to remain anonymous.
“We were sold out within minutes of opening the doors, it’s crazy.
“People are going crazy over it.”
He said the store had ordered about 20 cases of the popular energy drink for its special shopping sale.
Frankie Shaxted, assistant store manager at an Aldi store an hour outside London, said: “Stores were sent a limited number of units and that was gone in about 30 seconds.”
Advertised as a “hydration drink,” Prime contains mostly water infused with vitamins and minerals and is low in calories with no added sugar.
It also consists of coconut water but does not contain caffeine.
The drink is so hot among youngsters that desperate parents have traveled over 800km just to get their hands on a bottle.
The craze has even moved to online markets, with one expert punter selling a ‘rare’ bottle for a whopping $1800.
A pub owner accepts drinks as payments in the hope that the price of the product will skyrocket once the offer ends.
Prime was created and popularized by YouTube stars KSI and Logan Paul and demand has skyrocketed in recent weeks.
Her popularity grew after the pair heavily promoted her at high-profile celebrity boxing matches in the UK.
The duo came up with the idea for Prime Hydration based on coconut water after their last boxing match in 2019.
During a live stream, the pair said they wanted to “compete with the biggest companies in the world” with their products, including “Pepsi, Coke, Gatorade and Powerade.”
But they insisted their main goals for the 11-flavor project – which includes blue raspberry, tropical punch and grape – were taste and hydration.
And demand for the drink has grown ever since, vastly outstripping supply as youngsters try to emulate their social media heroes.
It was originally only sold in Asda supermarkets in the UK, but Aldi recently secured an exclusive deal to stock it for a limited time.
The new arrival of stock comes just two months after teenagers stormed an Asda on the UK’s south coast to buy the product.
An Aldi spokesman said: “We are sorry that some customers have not been able to get this product, however, demand has been very high.
“We limited purchases to one of each variant per customer so that as many customers as possible had the opportunity to purchase it.”
This article originally appeared in The Sun and is reproduced with permission.
Originally Posted as ‘Carnage’: YouTube star’s drink causes mayhem over $3.50 Aldi item