Advertisement

KSI on sale of Prime energy to children: Onus is on the supermarkets

The influencer's branded drink comes in a hydration range and a caffeinated energy range and due to its popularity with children has been banned in some schools.

KSI performs of the Public at the Reading Music Festival, England, Sunday, Aug. 29, 2021. (AP Photo/Scott Garfitt)
KSI says it is up to shops not to sell his Prime energy drink to children. (AP)

Youtube star KSI has said it is up to supermarkets to prevent the sale of his Prime energy drink to children.

The rapper, gamer and boxer launched his own drinks brand last year, which includes a hydration range in a bottle, which is essentially flavoured vitamin water, and an energy range in cans which contain high levels of caffeine.

Prime is extremely popular with children and some schools have banned the drink.

Read more: YouTuber KSI warns fans not to buy his drinks brand at inflated prices

KSI told Good Morning Britain's Kate Garraway: "I feel like, especially with the hydration part of Prime, schools are just banning it because of the craze. Kids are trying to sell it!

Various flavours of the energy drink Prime for sale in a shop window on 30th March 2023 in London, United Kingdom. Prime is a range of sports drinks, drink mixes, and energy drinks created and marketed by Prime Hydration, LLC. The brand is promoted and partially owned by YouTube stars Logan Paul and KSI. (photo by Mike Kemp/In Pictures via Getty Images)
KSI says Prime energy drinks should not be sold to children. (Getty Images)

"And with Prime energy - that shouldn't be allowed in schools.

"With Prime energy I put it on the supermarkets. They're the ones selling it. Kids should not be allowed it."

A 330ml can of Prime energy contains 140mg of caffeine. A 250ml can of Red Bull energy drink contains 80mg of caffeine. A 500ml can of Monster energy contains 180mg of caffeine.

KSI – real name is Olajide 'JJ' Olatunji – created the brand with fellow YouTuber Logan Paul and it launched in Asda supermarkets in October 2022 before it became more widely available in December 2022, with an RRP of around £2 a bottle.

But due to a high demand it began selling at inflated prices of up to £100 a can.

LOS ANGELES, CA - MARCH 31: Logan Paul and KSI pose prior to a regular season game between the Arizona Diamondbacks and Los Angeles Dodgers on March 31, 2023, at Dodger Stadium in Los Angeles, CA. (Photo by Brandon Sloter/Icon Sportswire via Getty Images)
KSI launched his drinks brand Prime with fellow Youtube star Logan Paul. (Getty Images)

KSI denied this was a marketing ploy, joking: "I wish!"

He added: "No, we tried to make enough and the demand was just too high.

"I remember being in the UK when we released it in the UK and it was like 'Oh it's already sold out.' "

An account on social media platform X [formerly Twitter] and app Prime Tracker UK informs fans which stores have been reported to have the drink in stock each day, and stock has risen in the past months.

KSI previously told Capital Radio's Roman Kemp: "I don't like the reselling. I hate the reselling. And so like, even when Asda tried to up their price to £2.50…

"I was tweeting them like 'nah, nah, nah, nah, this is out of order, this isn't Prime doing this, this is Asda' and instantly they brought it back down to £2. It was crazy man."

KSI attends the World Premiere of 'KSI: Can't Lose' documentary at Picturehouse Central on August 8, 2018 in London, England.  (Photo by Stuart C. Wilson/Getty Images)
KSI rose to fame as a gaming enthusiast on Youtube. (Getty Images)

KSI rose to fame through his YouTube videos about gaming and then started to release music. His singles include Really Love and Don’t Play, and he unveiled his debut studio album Dissimulation last year.

He became a boxer after challenging British YouTuber Joe Weller to a fight in a social media 'feud'.

Read more: KSI quits Twitter saying users are 'ready to cancel and destroy your legacy'

In 2021 he apologised for his past use of a transphobic slur. He quit Twitter at the time but has now returned to the social media platform.

He also apologised in 2017 for sexual harassment after an old video resurfaced of him making sexist and misogynistic comments to women at the 2012 Eurogamer Expo.

Watch: Doctors have raised concern about the high levels of caffeine in Prime energy