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A deep dive into KSI and Logan Paul’s PRIME

Logan Paul and KSI’s new drinks company became a success as soon as it hit UK stores. Is it really worth the hype, and how authentically involved are KSI and Logan?

When Logan Paul and KSI announced they were collaborating to produce a hydration drink, fans were overjoyed to see two people who used to be boxing rivals become business partners.

The two influencers came together to release PRIME Hydration, commonly known as PRIME, ‘to fill the void where great taste meets function.’

PRIME is an electrolyte drink. These are filled with minerals like sodium, potassium, and magnesium, all of which naturally reside in our bodies to help rehydrate, either post-exercise or if you’re sick. They are also found in IV solutions.

Launched in January last year, PRIME became the sixth-largest sports drinks brand in the US, with more than 110 million drinks sold and nearly $200 million made in revenue. The company also became the official hydration partner for Arsenal, KSI’s favourite football team.

Shoppers were seen stampeding Aldi shelves fighting for a bottle. PRIME is listed on third-party sites like eBay for inflated prices and one shop owner was banned from TikTok for advertising bottles at £100.

But is PRIME’s hydration drinks line worth causing carnage and breaking the bank for?

Breaking down the formula inside PRIME drinks

‘I would not recommend this drink to anybody,’ says registered dietitian and health coach Bridget MacDonald at Welcyon. ‘I don’t think that it has anything beneficial in it.’

In her first impressions of the drink, Bridget noticed that the primary electrolyte needed in an electrolyte replacement was too low.

‘It’s an electrolyte replacement, but there’s no sodium or hardly any sodium in it. That’s number one,’ says Bridget. ‘Sodium is one of the foundation electrolytes that you find in IVs or Gatorade.’

‘With it only being only 10mg, that’s not really replacing much at all. So that is too low for an electrolyte replacement.’

Sweat contains electrolytes, with the main electrolyte being sodium. With every litre of sweat, you lose around 1 gram of sodium, and it’s important to replenish the nutrients lost to help maintain optimal body functions.

What minerals are replaced if the main building block of sweat isn’t in the drink? And sodium isn’t the only electrolyte that’s imbalanced in PRIME.

While the magnesium is unnecessarily high at 124mg, it won’t harm your body, but 700mg of potassium is one of the main reasons Bridget would not recommend this drink.

‘I feel like it could be harmful to a number of people,’ she says. ‘Potassium is quite dangerous because it is an electrolyte, it keeps the liquid in your body balanced, and everything dictates what happens with that liquid.’

‘It could throw off your kidneys, even if you don’t have any issues, it could also throw off your heart, so it’s not anything to play around with.’

‘There should be a disclaimer.’

Bridget says that sodium and potassium work like a pump in our body and try to balance each other out. ‘When you’ve got something like this, a drink where the potassium is so high, and the sodium is so low, it’s even more out of kilter, so it’s harder for your body to get back into that balanced state,’ she says.

This drink also has a running theme: while PRIME might contain all the right ingredients for an electrolyte replacement, they’re not enough to make a difference to your body.

‘Everything else is in amounts that are just not necessary,’ says Bridget. ‘They’re so low that they’re not helpful, but they’re also so low that they’re not going to hurt you.’

One key ingredient being coconut water.

And while coconut water provides a good source of electrolytes, PRIME doesn’t have enough. ‘Having only 10% in there, I wouldn’t think that it would be doing any good,’ says Bridget. ‘It’s there, which is great, but it’s not really benefitting anybody because the amount is so low.’

The same goes for the vitamins A and E added that Bridget thinks you’re probably getting from your diet or a multivitamin anyway, and BCAAs, which should contain 20,000mg instead of 250mg. She also highlights that a sugar substitute, sucralose, was chosen instead of actual sugar dextrose, which would hydrate you – but probably because it has a sweeter taste, she says.

‘I mean to be quite honest, I do think that it [the formulation] should be revamped,’ says Bridget. ‘I have no idea what they were thinking when they created this,’ she says. ‘Perhaps maybe they just didn’t do their homework.’

What seems to be PRIME’s biggest unique selling point is that their drink tastes better than all the Gatorades and the Liquid IVs in the market –  it seems to be the only thing the company focused on. But does that mean nutrition and actual electrolyte replacement must be sacrificed?

One thing the dietician found ‘awful’ is that many kids as young as 12-years-old are drinking PRIME.

KSI and Logan Paul’s primary demographic is primarily Gen Z, and it’s this age group that are swarming supermarkets. But unless you’re performing heavy workouts that make you sweat, you don’t need an electrolyte replacement.

‘I have four kids of my own, and I don’t allow them to drink it because they don’t need to replace their electrolytes,’ says Bridget. ‘I feel like we’ve been trained to read food labels, and we’ll look at certain things like sugar.’

‘But to expect your typical parent to know how much potassium and sodium and things like that should be in a drink like this, I think it’s asking too much of the parent.’

However, while KSI and Logan Paul are heavily involved with PRIME, they aren’t necessarily the brains behind the operation.

Understanding the business behind PRIME drinks

The Sun on Sunday revealed that US businessmen Trey Steiger and Max Clemons own Congo Brands, the firm that created the drink, and, in turn, own Prime Hydration.

While they might not be the actual owners, KSI and Logan Paul probably have a percentage in the company, according to Jamal Ayton-Brown, co-founder of supplement company Jrny.

The founder thinks PRIME follows a standard model he’s seen with fellow competitors. The founders of a company would collaborate with someone who fits into their target market to help market their product – particularly someone with a large following.

A bottle of PRIME is present or at least mentioned in Sidemen videos to target their primary demographic. At the same time, Logan Paul has been non-stop promoting PRIME on social media.

‘I think the blueprint in supplements is to be super, super sensationalist on the marketing side and to undercut as much as possible on the ingredients,’ says Jamal. ‘So have the cheapest possible product, have the least amount of ingredients that you possibly can get away with, whilst still calling it whatever you want to call it.’

So, if KSI and Logan Paul aren’t the actual owners, how much work did they put into the company, especially the drink?

‘It’s hard to say, but based on the fact neither of them has any health, medical or manufacturing expertise, I would assume very little,’ says Jamal. ‘More likely they’ve acted like consultants for more customer-related questions.’


So while we can’t necessarily point fingers at the two influencers for PRIME’s formulation, someone created a lacklustre drink. Jamal might have an answer to why the company is getting away with it.

‘There’s literally no regulation on the market,’ says Jamal. ‘When the government kind of steps in and decides, if they ever do, that they should start to regulate this market, then we’ll start to see a change.’

Sport and active nutrition is tightly regulated under General Food Law, but Jamal fears leaving the European Union means we’re likely to see less regulation. While the UK has incorporated much of the legislation of food standards from the EU, some degree of divergence is expected.

‘The little bit of regulation we do have is probably no longer going to be there, and they’re just going to enable these companies to come in and do whatever the hell they want to do, which is crazy,’ says Jamal.

But the co-founder points out that PRIME isn’t the first company to make a sensationalist product with a questionable formulation.

‘They’re doing something that 99% of big companies are doing,’ says Jamal. ‘They’re probably just following the blueprint as it were, which I think is wrong, and they’re definitely wrong for doing that.’

‘In an amazing world, they would be selling things in the best possible way. They would be making sure that there’s proper care put in place for all of their customer bases.’

‘But the reality of it is that we’re in a capitalist society that doesn’t require any of that. So, why would they do it?’

While PRIME isn’t deemed life-threatening, its formulation doesn’t seem to be catered to people who need to rehydrate and replace their electrolytes, and its high potassium content is concerning.

While we don’t know what Brexit has in store, it’s crucial to keep the conversation going. We should be aware of sports nutrition companies selling products that aren’t doing what they’re meant to be doing.

Greater blame should also be placed on regulators for indirectly allowing these products to hit the shelves in the first place.


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