Celebrity Chef Gordon Ramsay Might Not Be A Fan, But At Least Prime Comes In Powdered Form

Prime, the beverage drink behind content creator stars and sometimes shady crypto founders KSI and Logan Paul, has continuously expanded the viral brand into energy drinks and, more recently, lemonade.

But last fall, Prime introduced a bottle-free alternative called Prime Hydration Sticks. The concept is simple; it’s a line of powdered Prime mix available in the same popular flavors low in sugar.

Packaging for Hydration Sticks follows the same visual language as the rest of the Prime line. Boxes are a mix of a black border along the bottom with graphic callouts and a bright single block of color, save for Ice Pop, which sports a tricolor palette just like the RTD version.

KSI and Paul’s hydration venture has had a meteoric rise in popularity since launching in January 2021. The FOMO surrounding drops, limited availability, and concerns over the health effects on kids, the primary audience of both Paul and KSI, and Gordon Ramsay slamming the flavor, have done little to stop the Prime from going viral among younger consumers. Prime is leveraging its celebrity co-founders' promotional power while continuing to expand the line with new flavors and formats.

At least one of those brand extensions is a lower-packaging alternative to Prime’s plastic bottles in Hydration.

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Images courtesy of Prime.