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[OPINION] Prime Hydration: Health claims tested, hype questioned

Prime Hydration, co-founded by social media stars Logan Paul and KSI, has taken the market by storm with bold marketing claims and flashy packaging. However, despite the hype, a closer look reveals that its touted benefits may not justify the price or attention. By examining its nutritional content, comparing it to competitors, and considering its marketing tactics, it becomes clear that better hydration options may exist for consumers.
Prime is an up-incoming hydration drink that has done well in it's sales.
Prime is an up-incoming hydration drink that has done well in it’s sales.
Photo by Marcos Marcos-Minor
Prime can be found everywhere these days, from Target to Dick's Sporting Goods.
Prime Time: From Rivalry to Refreshment

The grocery store drink aisle is a rainbow of choices, each bottle vying for your attention with bold colors and flashy labels. After a workout, picking the perfect drink can feel like a daunting task—but among the rows of Gatorade and Vitaminwater, one brand stands out: Prime Hydration. With its bold font and bright colors, Prime promises a refreshing solution for your recovery needs.

Prime is not just a drink; it is the product of a rivalry turned partnership. Logan Paul and KSI , famous for their social media influence and two highly publicized boxing matches, surprised fans by announcing their collaboration in January 2022. On his YouTube channel, Paul revealed their shared vision: to create a hydration drink that could dethrone industry titans like Gatorade. With reported sales reaching $250 million in its first year and projections exceeding $1.2 billion for 2023, Paul and KSI may be on track to do so. The brand offers nine distinct flavors, and partnerships with celebrities like Mr. Beast and Ishowspeed have allowed Prime to grow into a cultural phenomenon.

Prime’s success is not just about the drink itself: it is a study in marketing. By leveraging their massive social media followings, Paul and KSI turned Prime into a lifestyle brand.

However, the brand’s celebrity endorsements raise the question: is Prime’s popularity rooted in quality, or is it the result of clever branding and hype?

Prime can be found everywhere these days, from Target to Dick’s Sporting Goods. (Photo by Jonathan Saucedo)
Those surveyed appreciated the variety of flavors Prime Hydration offers, but some find the taste too sweet.
The Taste Test

Prime offers nine vibrant flavors, from Lemon Lime to Strawberry Banana, each packaged in a sleek, colorful bottle. Reviews on Garage Gym Reviews suggest the flavors are polarizing—refreshing for some, overly sweet for others. Compared to Gatorade (a brand Prime claims it wants to surpass), Prime’s sweetness can feel excessive, leaving some consumers questioning its balance between taste and hydration.

At the local level, Prime’s flavors have divided opinion.

“I’ve never tried it during a workout, but I think the taste is pretty good. My favorite flavor is the Rocket Pop—it tastes just like those red, white, and blue popsicles,” high school senior Alex Hoffman said.

On the other hand, some consumers find the flavors overly sweet.

“I tried the blue flavor. It’s interesting, but they say zero sugar, and it still tastes sweet—I wonder how they manage that,” Shaike Paz, another senior, said.

These two reporters are on opposite sides of the spectrum all well: one loves the taste, while the other claims Prime resembles medicinal syrups, leaving a strong chemical aftertaste. One believes the flavors are strong, the other finds them weak. 

So how can a brand that elicits such different reactions maintain steam – and is it on par with Gatorade as a hydrator?

Those surveyed appreciated the variety of flavors Prime Hydration offers, but some find the taste too sweet. (Photo by Marcos Marcos-Minor)
A look at the estimated financials for industry giant Gatorade, and newcomer Prime, which hopes to cut into the former's market share.
Does It Deliver on Hydration?

Prime markets itself as a superior hydration option, boasting 10% coconut water, electrolytes, and zero sugar. According to nurse Cathy Collins, who works at West Chicago Community High School, replenishing electrolytes like sodium and potassium is essential for hydration.

“Sodium helps keep your blood pressure in check and aids muscle contraction, while potassium supports your heart and muscles,” Collins said.

Kevin Jarosz, who has worked with college football teams like Colorado State University and Virginia Tech, emphasized the importance of hydration after intense workouts.

“Typically, after workouts, you’ve got to replenish those electrolytes,” Jarosz said.

The former equipment manager mentioned that while he prefers sugar-free Gatorade, Prime’s formula may appeal to those seeking lower sugar content.

Collins noted that Prime contains beneficial elements like amino acids but lacks carbohydrates, a critical component for replenishing energy.

“For hydration after physical activity, milk is actually the best option. Milk offers a unique blend of electrolytes, carbohydrates, and protein to help rebuild muscle,” Collins said.

Jarosz, who now works as an assistant football coach, prefers traditional hydration drinks.

“Yellow Gatorade is always good—the traditional one—but I stay away from fruit punch because it’s just too thick,” Jarosz said.

His insights align with the broader theme that taste and texture play a significant role in consumer choices.

A look at the estimated financials for industry giant Gatorade, and newcomer Prime, which hopes to cut into the former’s market share. (Photo by Jonathan Saucedo)
The two drinks are drastically different when it comes to sodium and potassium content.
Prime’s Pitfalls: The Hydration Debate Unveiled

Collins noted that Prime contains beneficial elements like amino acids, magnesium, and potassium, but lacks carbohydrates, a critical component for replenishing energy.

“For hydration after physical activity, milk is actually the best option. Milk offers a unique blend of electrolytes, carbohydrates, and protein to help rebuild muscle,” Collins said.

Yet Prime claims, on its website, to offer “bold, thirst-quenching flavors to help you refresh, replenish, and refuel,” and suggests “PRIME is the perfect boost for any endeavor.”

Are Paul and KSI misleading their fans by marketing their product as a superior hydration drink that meets essential needs, when that fact is simply not true? How can they claim their drink is a great hydration option when it lacks carbohydrates, an essential component for proper hydration? 

The two drinks are drastically different when it comes to sodium and potassium content. (Photo by Jonathan Saucedo)
Prime Hydration and Gatorade differ significantly in sugar content: Prime contains 2 grams of sugar per 16.9-ounce (500 ml) bottle, with no added sugars. A standard 20-ounce (591 ml) bottle of Gatorade contains approximately 34 grams of sugar, primarily from high-fructose corn syrup.

Additionally, Collins cautioned against overconsuming drinks with artificial sweeteners like sucralose, which is found in Prime.

“Long-term, high consumption can lead to health issues like weight gain, high blood pressure, and increased stroke risk,” she said.

She noted that some might find the idea of weight gain from a drink such as Prime or Gatorade hard to believe.

“You can get a metabolic syndrome, which if you drink too much, which would be high blood pressure, high blood glucose level, excess belly fat. And then it could mess with your cholesterol level as you get older that has shown a higher risk of stroke or higher coronary artery artery disease risk. So we encourage you kids not to drink so much with the artificial kind [of sweetener]. Stay more natural,” Collins said.

Prime Hydration and Gatorade differ significantly in sugar content: Prime contains 2 grams of sugar per 16.9-ounce (500 ml) bottle, with no added sugars. A standard 20-ounce (591 ml) bottle of Gatorade contains approximately 34 grams of sugar, primarily from high-fructose corn syrup. (Photo by Jonathan Saucedo)
Prime is not just a hydration drink, but a marketing phenomenon that draws a host of celebrity endorsements.
Bottom Line

At $30 for a 25-pack on its website or around $2 per bottle in stores, Prime seems accessible. And it must be said that Prime Hydration is not just another drink—it is a cultural phenomenon that showcases the intersection of branding and fitness. As consumers, however, it is important to look at the label and decide what truly works for one’s health and lifestyle.

For those drawn to its flashy appeal and vibrant flavors, Prime can be an enjoyable, occasional choice. Serious athletes or those prioritizing optimal hydration may find more reliable options in traditional sports drinks like Gatorade or Powerade.

So next time you are staring at the shelves, ask yourself: Are you reaching for the best option, or simply buying into the buzz?

Prime is not just a hydration drink, but a marketing phenomenon that draws a host of celebrity endorsements. (Photo by Marcos Marcos-Minor)
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