A sports drink created by YouTube stars Logan Paul and KSI has sparked a frenzy among young people in the UK, leading to a spate of muggings and thefts. Children as young as 10 have been threatened and punched in playgrounds to force them to hand over bottles of Prime.
The drink, which is mainly water with added vitamins and minerals, is considered harmless compared to high-caffeine energy drinks. However, demand far outstrips supply, as Prime is currently only sold at Asda outlets, which have rationed purchases to three per customer.
Parents report that children are being bullied at school and in parks for the drink. One mother said her 10-year-old son was punched in the face by a group of teenagers who demanded his bottle. The hype has been fuelled by inflated prices on eBay, where bottles are listed for up to £19.99, far above the £2 retail price.
Last week, a 17-year-old was arrested in Ashford, Kent, for attempting to shoplift a case of Prime from Asda. In Teesside, a group of teens queued from 6am and rushed a store, clearing the shelves. The drink has become a social currency among youngsters, with some travelling hundreds of miles in fruitless hunts.
Logan Paul and KSI, who have become multimillionaires through YouTube and celebrity boxing, have promoted the drink heavily. Despite the craze, Prime is a healthier alternative to drinks like Red Bull and Monster, as it contains no caffeine and is designed to boost exercise performance.
