Checkers partners with PRIME to bring energy drink to South Africans for R40
South African retail group Checkers has announced its partnership with PRIME, the energy drink that has taken the country by storm on social media.
As of May 1, 2023, the drink will be sold at selected Checkers and Checkers Hyper stores and on Sixty60 in the Western Cape, Gauteng, and KwaZulu-Natal, with plans to roll it out to the rest of the country throughout the month.
PRIME, created and marketed by Prime Hydration, is a range of sports drinks, drink mixes, and energy drinks that has been promoted by YouTubers Logan Paul and KSI.
With a surge in popularity in South Africa over the past month, many young people have been hunting for any and all bottles they can get their hands on.
This has led to severe supply constraints, with prices pushed up to as high as R400 or R500, causing parents to baulk at the pricing and commentators to label the drink as overpriced and overhyped.
Nevertheless, this has done little to quell demand.
Checkers has now been confirmed as the official South African retail partner for the drink, making it exclusively available at retail prices a tenth of what people have been paying. The drink will retail for R39.99.
“PRIME has become an international viral sensation following its hugely successful launch in January 2022 by YouTube sensations Logan Paul and KSI who, combined, boast around 100 million social media followers,” Checkers said.
“First launched in the USA, United Kingdom, and Australia in 2022, PRIME’s availability caused major excitement amongst Gen Z customers, resulting in thousands lining up overnight to get their hands on the popular drink which has now become a viral collector’s item around the world.”
Checkers will be launching PRIME with four flavors from PRIME Hydration: Ice Pop, Blue Raspberry, Lemon Lime, and Tropical Punch. Purchases will be limited to eight per customer, two per flavor.
Each 500ml bottle of PRIME has around 20 calories and is an ideal thirst quencher for consumers who wish to rehydrate, refuel, and replenish their energy levels.
It is made up of 10% coconut water, with zero added sugar or caffeine, and contains electrolytes, vitamins A, E & Zinc, and branched-chain amino acids (BCAAs).
