Prime hydration energy drink to officially enter independent convenience through Spar

Viral soft drink brand Prime has chosen Spar as one of its first official routes into independent wholesale and convenience, as it has confirmed further distribution through independent retail.

An employee from the brand’s parent company Congo Brands confirmed the distribution deal on social media in January. It was initially available exclusively through Asda in 2022, before being made available in Aldi stores. They confirmed to Better Retailing that an “activation plan” was in place for further distribution into retail and wholesale, with “more information available as they are put in place.”

Spar Scotland has four 500ml flavours available Blue Raspberry, Tropical Punch, Ice Pop and Lemon Lime at a wholesale price of £13.85 for a case of 12. When sold at the £2 RRP, Spar said retailers can make a profit margin of 30.75%.

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The brand has gained huge popularity due to being owned by viral YouTube stars Logan Paul and KSI. Its popularity has led to massive queues of people trying to get their hands on the product. Some retailers have also tried to profiteer from the drink (£2.50 RRP from Asda).

A Spar spokesperson said: “Spar is the first symbol group in the convenience channel to stock the Prime hydration energy drink. While stocks last, it is currently available in participating Spar stores in England, Scotland and Wales with more Spar stores looking to make the product obtainable over the coming weeks.”

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