For parents with children of a certain age there's one word they don't want to hear right now and that's Prime. We're not talking Amazon Prime here, this is a new drink - and it's like gold dust.
Widely sold in America, but exclusive to Asda in the UK, Prime Hydration energy drink is a product from YouTube stars KSI and Logan Paul, who between them have more than 50 million subscribers.
The pair were boxing rivals before coming 'together as brothers and business partners' to take on the likes of Coca-Cola and Pepsi with the £2 drink, which comes in different flavours, including Lemon Lime, Tropical Punch, Ice Pop and Blue Raspberry.
Read more: Asda restricts sale of Prime as KSI and Logan Paul drink flies off shelves
Now all it takes these days is for something to take off on social media and you've got a trend on your hands. With viral videos doing the rounds and supplies of the stuff clearly trickling into stores, the demand is insane.
The three bottles per person limit introduced by the supermarket has simply fuelled youngsters' desire for it, so much so that it's reportedly being sold in school playgrounds for more than double the price.
We reported earlier how one mum spent weeks getting up at 6am each morning to get her hands on some for her nine-year-old daughter, with her efforts eventually paying off.
So, with my 11-year-old son pestering for the drink and my news editors keen that I should suffer the same fate as other parents in Manchester, I was given the task of tracking some down. I mean, how difficult could it be.
Well, it turned out, it was nigh on impossible. After driving 130 miles making nine trips to different Asdas, I would happily have stepped into the ring with Logan and KSI myself.
On my first trip to the Trafford Park Asda I was remarkably cheery, given the fact it wasn't yet 7am. I had to wait until the clock struck 7 for customer services to open, only to be told, rather bluntly, there was 'no Prime' and no idea of when it might arrive. I got the distinct impression the sales assistant was pretty fed up with the question.
The responses varied from store to store, but what quickly became apparent is that what works in one supermarket, won't work in another.
In Leigh for instance, I was there around 3pm on Thursday but was told they'd all gone. If any come in the delivery they're usually put behind customer services where you can get them from 10am.
Yet at Asda in Atherton, I was told 3pm would have been the best time as stock comes in at 11am and staff start putting it out from around 3.
In the Horwich Superstore, at Middlebrook Retail Park, I was told it's completely random - they might get some, but often they're not even getting one case a night. "I've been asking about it to get some for my own grandson," said the shop assistant, clearly as exasperated as me.
At the Farnworth store, at around 9pm on Thursday, my hopes were raised when I could see pallets full of drinks being brought out onto the shop floor. Sadly it wasn't to be and I was told a 7am visit was needed.
After a relative offered to try the store near them, in Eccles, only to be told just the larger stores are stocking it, that was the final straw. I was officially defeated.
I love my kids with everything I have - it's why we go along with these fads isn't it. But there has to be a limit. And when my son tasted some flavoured water from B&M and said it was remarkably like the tropical punch Prime he'd tasted when a friend gave him a sip, we all know who's having the last laugh here.
Asda says it's 'receiving regular deliveries to stores which are stocking it'. The only other official stockist is Arsenal's Emirates Stadium, as it's the club's drinks partner. Other than that, you can order from the UK website when stocks are available.
Has your child been asking for the drink? Have you struggled to find it? Let us know in the comments here.
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