KSI, one of the co-founders of the viral energy drink Prime, has denied accusations that supply is being deliberately limited to maintain hype. The drink, fronted by KSI and Logan Paul, has been notoriously difficult to find in UK stores, with new stock selling out instantly.
Responding to a fan on social media who claimed the product was being made 'less available to keep the hype', KSI insisted: 'We're not even trying to do that. We're making loads of Prime daily, the demand is literally too high man.' He added that efforts to stock the drink in more retailers are ongoing but 'takes longer than I thought'.
The scarcity follows a production error that led to thousands of bottles being destroyed. Footage leaked to Prime Tracker UK showed pallets of Prime wrapped and marked 'not for human consumption' at manufacturer Refresco's plant in Kegworth, Derbyshire. KSI explained: 'The manufacturer put too much electrolyte blend in an ice pop batch so we got our quality team to have them destroyed.'
The shortage sparked chaos in Aldi stores on Thursday, with customers scrambling for the £1.99 drink. Aldi apologised, saying: 'We're sorry that some customers were unable to get their hands on this product... We limited purchases to one of each variant per customer.' One mother reported her son's bottle was stolen by an elderly pensioner, while another father described scenes of pushing and shoving.
