Prime a popular drink amongst teenagers fails to quench thirst with no guarantee it won’t leave a bad taste in your mouth
Prime, the new popular range of sports and energy drinks amongst teenagers that retailed in South Africa at Checkers stores from May 1, 2023 disappoints in taste.
The drinks were launched in 2022 by popular YouTubers, Logan Paul and Olajide Olayinka Williams Olatunji also known as KSI. “We created Prime to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function,” said the pair on their Prime website.
The drinks, which are marketed by Prime Hydration have been publicised on social media platforms that it was sold out shortly after it was stocked to retail, with scores of teenagers and parents standing in long queues to stock up.
I had been trying to get my hands on it for more than a week before it was finally restocked at my closest Checkers in Rosebank mall. The drinks are clearly in high demand, thanks to its brand reputation and how well it was advertised by the YouTubers.
There are four flavours to choose from which are: tropical punch, lemon lime, ice pop and blue raspberry. I got all four bottles, with each drink retailing at R39,99.
The ice pop flavour tastes like medicine, it’s sweet and bitter at the same time and it leaves an after taste in the mouth after drinking. The blue raspberry tastes a bit sweet. You can taste the raspberry flavour in it as well as the coconut water. It also tastes similar to the Powerade energy drink, the mountainblast flavour.
The lemon- lime flavour, tastes good with a hint of sweetness and bitterness, you can taste the lemon lime in it. While the tropical punch flavour is sweet and it tastes like a combination of guava juice and watermelon.
Despite the flavours, the drink does not hydrate, instead, I had heart palpitations a few minutes after consuming the drinks – even though I did not taste all of them at the same time.
Uyathandwa Mani, final year BCom student at Wits told Wits Vuvuzela that she did not feel any difference after drinking it, “it did not hydrate me at all, the only thing I felt was a headache.”
The ingredients listed on Prime include: 10,5% coconut water, filtered water, branch chain amino acids, electrolytes, vitamin B, E and A, citric acid, several antioxidants and flavouring.
The Sport Science Institute of South Africa (SSISA) said on their website, “Although the Prime website claims the Hydration drink to be suitable for all ages, other sources have warned children under 15 years old from consuming it. Based on the nutrition label provided on the Prime website, the Prime Hydration drink compares with similar drinks in the sports/hydration category.”
However, the two creators said in a video on Paul’s YouTube channel that Prime hydration drink has no caffeine which makes it safe for children to consume whereas the Prime energy drink (which is not available in South Africa yet) has caffeine and it’s not suitable for people under the age of 18.
The packaging of the hydration drink is very simple. I like the ice pop flavour bottle which has several colours combined that make it interesting and appealing. The rest are simple 500ml bottles coloured blue, lime and red with the drinks’ name written in black.
Overall, the hydration drink is overhyped as people made exaggerating claims about the drink saying it’s too good and truly hydrates. Wits Vuvuzela rates it a five out of 10 because the taste was disappointing in three flavours. For the price it retails for, one expected more.
FEATURED IMAGE: Friends drinking Prime hydration drinks at night. Photo: Sinazo Mondo
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