Retail giant Heron Foods in Bransholme Centre has been flogging different flavours of Prime drinks for just 49p.
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An eagle-eyed shopper spotted the famous drink stocked up on shelves selling at a discounted price.
They shared a picture of the drink with fellow shoppers on the Facebook page Extreme Couponing and Bargains UK and wrote: “Prime [selling for] 49p at Herons Food, Branshlome Centre.”
Fellow customers flocked to the comments section to mock the once notoriously expensive drink that is now selling for 49p.
One such shopper said: “[It has] fallen out of favour.”
Another wrote: “Finally at a price it deserves to be.”
While a third shared: “How the mighty have fallen, didn’t take long did it?”
Prime – a product line of sports drinks, drink mixes and energy drinks – has been a major success since its release by YouTubers KSI and Logan Paul in 2022.
The drink’s popularity grew after YouTube stars Logan Paul and KSI promoted the drink around high-profile celebrity boxing bouts in the UK.
The duo came up with the idea for coconut water-based Prime Hydration after their final boxing match in 2019.
During a live stream, the pair said they wanted to “rival the biggest companies on earth” with their products – including “Pepsi, Coke, Gatorade and Powerade”.
The most recent batch of drinks were selling in 11 flavours – including blue raspberry, tropical punch and grape.
Primarily popular with schoolboys and teens, the drinks sold like hotcakes during their first year of production.
The £1.99 viral product had shoppers queuing for hours to nab the drink containing mostly water mixed with vitamins and minerals, with few calories and no added sugar.
Many people even opted to buy in bulk in order to resell the drink for eye-watering prices online, with fans willing to pay over the odds to get their hands on one.
On Facebook Marketplace, bottles have been offered for ten times the original price tag, with some being sold for up to £25 each, while one person was selling four for £50.
One woman even admitted to spending a whopping £1,200 on 12 cans of Prime drink after travelling 25 miles just to find it.
On the high streets, shops have been ordering by the boatload to meet customer demands.
Just a few months ago, BrandMax in Shirebrook, Nottinghamshire, flogged the bottled drink at a major discount as customers joked it was no longer popular.
Many shoppers were left amused at how the notoriously expensive drink was now being flogged as cheaply as possible.
One person joked: “Sucks for those who paid over the odds.”
Another added: “Rip to the people who bought bottles for £10+.”
A third user said: “All those shipping containers of PRIME all arriving at the same time creating a glut!!! Will be cheaper than own brand cola soon!!!”
One person even went as far as saying that stores are selling them at 50p “because no one wants them”.