Holly Willoughby and Phillip Schofield teased KSI over the price of Prime drinks earlier this morning, amid limited availability since the brand launched in the UK last year.
There has been high demand for the drinks recently, which have been launched by social media personalities KSI, 29 - whose real name is JJ Olatunji - and Logan Paul, 27.
Prime Hydration, which comes in a bottle, was released last year. An energy drink version called Prime Energy - which is for those over the age of 18 - comes in a can instead and is set to be officially released in the UK later this year.
The former was sold in Asda stores for around £2. They were a Specialbuy at Aldi last month for a similar price. They have been listed for more from other stores though, such as in corner shops as well as from online sellers.
KSI spoke about the bottles while appearing on This Morning earlier, with him discussing his career and his new documentary In Real Life whilst a guest on the ITV show.
The show's co-host Phil, 60, mentioned the "insane success" of the drinks in the interview, with it later stated by him that the bottles have even been sold for £54 each.
His co-host Holly, 41, subsequently took the opportunity to ask the guest for help in sourcing the product. She was heard asking him: "Do you know where I am get some?"
KSI - who has 24 million subscribers on his YouTube channel - responded by revealing that he had brought some to the studio. He said: "I actually brought some [with me]".
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Holly joked that he had "better lock it up," with Phil teasing that she could make a profit from the drinks, with him turning to her and saying: "You can sell them."
The mother-of-three reacted by teasing: "Putting it straight on Ebay cause you can get up to £53 a bottle for that stuff."
KSI addressed the prices in response, with him describing the situation as "crazy" and saying that he had seen videos on social media about the bottles selling for £20.
He commented: "It's crazy." And he continued: "Even on TikTok I'm scrolling and I'm seeing people selling it like for £20 a bottle. And I'm like 'What's going on guys? Relax'."
This Morning continues tomorrow from 10am on ITV and ITVX.
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