A doting dad gave his sons a Christmas to remember – by splashing out on over-the-odds bottles of energy drink that normally sell for £1.99 each.
Prime Hydration is a 25-calorie concoction of coconut water, electrolytes and anti-oxidants aggressively marketed by YouTube megastars and former boxing rivals KSI and Logan Paul. Since going on sale in the UK following a sensational US launch, the drink has been snapped up by avid fans of the vloggers and sold at several times its asking price.
There was chaos in Aldi earlier this week when the German discounter announced it would be selling Prime for one day only – clips on social media showed would-be purchasers queueing for hours and jostling for position in stores across the country in order to get their hands on the distilled essence of marketing magic.
However, the Mirror reports that one dad got ahead of the game by paying over the odds to guarantee that his sons would have bottles to try – at a discount store already slammed by half of the Prime Hydration duo for its huge markups. In a video posted on TikTok, the owner of Wakey Wines convenience store congratulated the dad, who had travelled 40 miles to Wakefield with his sons to snap the bottles up.
The owner, Abdul, asked the dad in the clip: "So how much have you spent in total?" The parent replied while holding one of the packs: "£1,000."
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Abdul said: "£1,000 and you just bought all this for Christmas present, yeah?" He turned to the young boys, saying: "You've got a good daddy, I'll give you a bag of free candy, it's on me."
Viewers were horrified to find out the resale price of the drinks and were quick to comment on the viral video. One wrote: "Bro that's worth £150 max," followed by three crying laughing face emojis.
Another replied: "U know ur rich when u walk out of Wakey Wines with Prime." A third viewer said: "Wait until the dad sees it in Asda for £2..." while a fourth quipped: "A grand but a free bag of cold candy on Abdul, absolute bargain."
KSI, half of the duo behind Prime Hydration, called out Wakey Wines on his own TikTok page, calling them "outrageous" for selling the bottles for upwards of £20 each. But shop owner Azar Nazir, 40, told the Mirror: "I sell up to 30 bottles a day. Parents are buying them for Christmas presents."
On Thursday, Aldi said that it would sell the bottle in a one-off £1.99 promotion and that there would be limited stocks of the energy drink and more would not be immediately available. People have put bottles of Prime Hydration on eBay in order to profit from the must-have product, with all listings valuing the drink well over the £1.99 retail price.
One listing has two bids for a single Lemon Lime flavoured bottle for a staggering £3,000.
An Aldi spokesperson responded following viral video of chaos in their stores, saying: "We're sorry that some customers were unable to get their hands on this product, however, demand has been extremely high. We limited purchases to one of each variant per customer so that as many customers as possible had a chance to buy it."
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