A store-owner has sparked anger after trying to flog bottles of the popular Prime Hydration sports drink for 1,000 percent of the retail price.
The beverage, created by KSI and Logan Paul, recently hit headlines after fans of the YouTube stars went wild when it launched for a limited time in Aldi stores on December 29.
People were seen clambering over shelves while disgraced adults hurled children out the way to get their hands on the drink, which retails at £2 per bottle.
Read more: Aldi sorry after shoppers miss out on Prime drink due to 'extremely high' demand
And the sports drinks are now beginning to appear at other outlets, with one furious shopper slamming Dunelm Food Stores, Durham, for selling them at an eye-watering £20 each.
“I am a big Logan Paul fan anyway and I was shocked. It’s now just a joke,” said Kirsty Black, 29, who made the discovery with her friend Megan.
“Me and my friend managed to get some but we had to go to about three different shops before we found any. I think it’s just the trend, it’s just because they’re popular on YouTube at the moment.”
But Kirsty believes the blame does not lie entirely with shopkeepers, instead, saying Prime Hydration's creators should be doing more to tackle price inflation.
“I know KSI and Logan Paul don’t make it, but they have a responsibility and they need to act with a message to their fans,” she said.
Responding to questions from The Chronicle today (January 5), Imad Ali, operations director for Aykley Group Limited, which runs Dunelm Food Stores, confirmed the shop is selling Prime Hydration for £20 but said it was due to "supply and demand".
"We are only getting them for £17 a bottle, so are only making £3 on each one," said Mr Ali. "If you have a look everywhere they are selling them for the same price."
Mr Ali went on to explain that convenience stores "only make one or two pounds on each item anyway" and that Logan Paul has "done this on purpose" by supplying Prime Hydration to a select few outlets. He said Logan Paul's tactics were an attempt to build the Prime Hydration brand name.
Mr Ali would not reveal the name of his Prime Hydration supplier so The Chronicle was unable to confirm his claims of the £17 cost price.
It comes as a furious mum took to Facebook after a man was seen deploying a cruel tactic to stop children from buying the drink in December last year.
“To the man in Aldi this morning that thought it would be a good idea to load his basket with Prime drink and open them all thinking they would sell them to you as you’d opened them,” she said.
“Shame on you. Swearing and abusing the staff as there was a limit of one of each flavour per customer.”
But the pathetic attempt at getting one over on other shoppers was quickly foiled by eagle-eyed staff who confiscated the drinks from him.
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