// Aldi stores were chaotic yesterday as viral drink Prime Hydration went on sale at the supermarket
// Shoppers queued for hours to get their hand on the drink, however, at some stores it sold out within seconds
There were chaotic scenes at some Aldi stores yesterday as shoppers tried to get their hands on Prime Hydration, a sports drink created by two YouTube stars.
Giant queues formed outside of Aldi stores up and down the country after the supermarket revealed bottles of Prime,created by two of the world’s biggest influencers, Logan Paul and KSI, would go on sale yesterday.
However, videos soon emerged on social media of shoppers pushing and shoving in order to get one of the coveted drinks.
Twitter user Mark Hall said there was “absolute carnage” at his local store, while another social media user posted similar scenes from the Chelmsford branch.
Absolute carnage in Aldi… people trying to get hold of prime #aldi #prime pic.twitter.com/FgQbxQCQ0X
— Mark Hall 🔰 (@markbenhall) December 29, 2022
Aldi had limited customers to one bottle per flavour, however, some stores still sold out within seconds of opening at 8am yesterday.
@KSI @prime_tracker @PrimeHydrate Wtffffffff 💀 Aldi Chelmsford on a mad one 💀💀💀💀 pic.twitter.com/eFdURa8vbD
— Lewis (@LABS240519) December 29, 2022
An Aldi spokesperson apologised to those that walked away empty-handed despite queuing for hours.
They said: “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.”
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Aldi is the second supermarket to have sold Prime following a release of the viral drink in Asda in October, where the supermarket was forced to introduce similar limits on how many products shoppers could buy.
Creators Logan Paul and KSI have a combined YouTube following of 40 million.
The pair, who used to be fierce rivals, have promoted their Prime Hydration drink venture as “what happens when rivals come together as brothers and business partners”.
The YouTubers’ young fanbase has led to the drink exploding in popularity. One off-licence in Wakefield, Wakefield Wines, grabbed headlines in October for selling bottles of Prime for £25 each.
Click here to sign up to Retail Gazette‘s free daily email newsletter
