Shoppers have described scenes of 'absolute chaos' as adults pushed and shoved children as young as seven to get their hands on bottles of Prime energy drinks.
Video footage shows the scramble at a number of discount stores today after they stocked up on the viral beverage created by YouTube stars Logan Paul and KSI.
The pair have used their social media clout to create huge demand for the drink, which contains coconut water, sweeteners and vitamins.
Student Kristina Sheppard, 19, captured a brief video from an Aldi in Sydenham, East London, as customers battled it out.
She said adults were 'pushing children' and people were walking out with crates of the drink, which the budget supermarket is selling for the knockdown price of £1.99.
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Kristina, a PE and Sports Exercise Science student said: "I got there at around 7.45am and I took the video at 8.04am.
"It was just hectic. I didn't push anyone, but there was a lot of pushing and shoving going on.
"I thought there was a limit of one bottle per flavour, but I saw people getting cases of them.
"There were parents pushing children. There were kids between the ages of seven and 14, they were being pushed out of the way.
"One of the staff was shouting 'parents, stop pushing the kids'. It was absolute carnage.
"I just got my bottles and left, I didn't want to stick around much longer."
Advertised as a 'hydration drink', Prime contains mostly water and has few calories with no added sugar or caffeine.
Kristina, who managed to snag a bottle of Blue Raspberry and Lemon Lime flavours, added: "I've never even tried it before, I just wanted to see what all the hype was about.
"I've looked at the ingredients and it's just coconut water, it doesn't look that amazing."
Stores across the country saw long queues this morning after it was announced they would be stocking the drink.
Mark Hall, from Peterborough, Cambridgeshire, shared a video on Twitter of children and adults scuffling at his local Aldi.
A man can be heard shouting: "F****** hell, you're only allowed one bottle each."
A boy appears to be getting tugged out of the way by an adult as shoppers descend on a cage containing bottles of the drink.
Around 50 people began queuing outside the budget supermarket in Gravesend, Kent, shortly before 8am.
Ellie-Louise Dadswell, 20, began queuing outside the store at 7.45am in hopes of getting a bottle of the drink for her 14-year-old brother.
And while crates of the drink sold out within seconds, she was able to get one bottle of the ice pop flavour.
She said: "I began queuing at about quarter to 8 but it didn't take long to go down as the product was all gone so quickly.
"No one was talking to each other really, just trying their hardest to get it.
"There was loads of pushing and shoving."
In Bradford, West Yorkshire, an Aldi sold out of Prime within 10 minutes after queues formed before the store opened at 8am.
The popular drink was initially only sold in Asda stores, but huge demand led to shortages, which fuelled massive resale prices online and in other stores.
An off-licence in nearby Wakefield went viral on TikTok for selling bottles of it at £25 a go - with customers travelling hundreds of miles to get their hands on it.
One shopper from Sutton Coldfield, West Midlands, said Prime was sold out "in under a minute" in his local Aldi.
Chris Houten, who was in the queue with his 11-year-old son, told BirminghamLive: "The store in Sutton Coldfield only had about 30 bottles. More people didn’t get Prime than did.
"It was one bottle of each flavour per customer, first come, first serve and they were handed out by the staff at the till."
Chris added: "It’s not worth fighting for. Getting up earlier is as far as I'll go."
Adam Smith, 36, from Wollaton, Nottinghamshire, queued outside Aldi from 7am with his 10-year-old son Charlie.
He told NottinghamshireLive: "Every child is obsessed with this Prime Hydration drink so my son insisted that we got up this morning before Aldi opened at 8am because they are stocking it.
"We joined the queue at 7.20am and it was carnage but there wasn't enough for everyone," he said.
Pictures taken from outside the Aldi in Crawley, Sussex, at around 8am showed dozens of parents and children queuing.
The store had sold out entirely of the drink by 8.30am, less than 30 minutes after opening for the day.
Signs were put up outside the store informing customers that all Prime stock had been sold, reports SussexLive.
While staff at an Aldi in Brough, East Yorkshire, said "queues were out the door" this morning with keen shoppers wanting to get their hands on the viral drink, reports HullLive.
Explaining that three cases of each of the three flavours were available, they flew off the shelves as early risers anticipated the stock drop - leaving none on the shelves just one hour after opening.
