Prime hydration energy drink sparks customer abuse and accusations of profiteering

Some independent retailers have gained notoriety for trying to take advantage of the craze by selling a bottle for £100

Prime hydration energy drink

The reputations of independent stores are being damaged by others ‘profiteering’ on Prime hydration energy drink, leading symbol groups to crackdown on stores charging above the RRP. 

Stockists have reported hundreds of people queuing to get their hands on the product, whose popularity has been driven by creators and YouTube stars KSI and Logan Paul. 

Independent retailers such as Wakey Wines have gained notoriety for trying to take advantage of the craze by selling a bottle for £100. 

However, independent retailers told betterRetailing they had faced abuse from customers who accused them of profiteering. 

Serge Notay, of Premier Notay’s in Batley, West Yorkshire, said he received racial abuse online, with some comments comparing him to Wakey Wines. 

He added: “Some people are profiteering, but the demand is so high it’s difficult to say no. Wakey Wines has done more harm than good.” 

Similarly, multi-estate Spar owner Sunita Aggarwal said she had experienced issues with customers accusing her of selling fake stock. 

The backlash from customers has made some Spar stores reluctant to stock the drink since the chain announced it was the first symbol group to become an official distributor last month

Spar has also been clamping down on retailers selling the drink above the £2.99 RRP, as it sent warnings to stores on 29 January. 

One Spar store owner confirmed that they had reduced the pricing down to RRP after receiving the warning. 

As well as Spar, Prime is also available at Asda and Costco, with One Stop joining the list of approved stockists later this month. 

Dee Sedani, owner of One Stop Packmoor in Matlock, Derbyshire, said he is due to receive six flavours. 

Another retailer, who wished to remain anonymous, reported the RRP is £2.35. “It’s good to know we are being tied down to a price and can sell it fairly,” added Sedani. 

Sources also claimed to have seen the product in some Tesco stores. 

As the craze continues, services have become available to help the public hunt down Prime at a lower price. 

However, independent retailers have received a blanket ban from some services who accused them of profiteering. 

Prime Tracker app developer Tom Bastable told betterRetailing: “We did list independent shops at one point, but we’ve removed them because of incidents like Wakey Wines. 

“We’re aware of the cost of importing, and anything over £6 is profiteering. Show me a shop that’s dealing it at a fair price, and I’d be happy to put it on the app. From what I’ve seen, no one is.” 


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