PRIME Hydration, a drink company founded by YouTubers Logan Paul and KSI in 2022, has faced many challenges. Initially, it grew fast, making $250 million in sales in its first year. The brand’s popularity soared thanks to its celebrity founders and smart partnerships with sports groups.
However, things took a turn when PRIME Hydration was hit with controversies. In April 2024, a class-action lawsuit claimed that PRIME energy drinks had more caffeine than advertised, which could be harmful to kids. Another lawsuit followed after tests found dangerous PFAS chemicals in the grape flavor, which can harm health and build up in the body.
As a result, sales have significantly dropped. In the first quarter of 2024, UK sales fell by 50%, and stores have struggled to sell the products. This decline has raised questions about the brand’s future.
Logan Paul responded on TikTok and Instagram, denying the claims and stressing the quality of their production processes. Yet, the future of PRIME Hydration remains uncertain. Experts say the brand’s survival may depend on its appeal to younger generations, like Gen Alpha.