Prime Hydration

Method

Logan Paul and KSI announce Prime on January 4, 2022 as a hydration drink built with Congo Brands of Louisville, Kentucky, which holds a reported 60 percent while the two creators split the rest. Target signs in March 2022, Asda in June 2022, Walmart takes the Hydration+ sticks exclusive in September 2022 and Aldi UK lists it on December 29, 2022. Sales are about 250 million dollars in 2022 and a reported 1.2 billion in 2023. Refresco builds a dedicated line at Truesdale, Missouri under a 2023 contract, then sues Congo for 67 million dollars in 2024 when no orders arrive. UK sales fall 48 percent in 2024 and 71 percent by mid 2025, US sales fall about 40 percent, and 2025 revenue is projected near 300 million. Congo cuts staff in January 2026, its Australian arm enters administration in July 2026, and the brand pushes Prime Protein and ZERO Hydration to hold shelf space.

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The path: money and goods moving

• owned byLogan PaulPrime launches in January 2022 and reaches a reported $1.2 billion in first year sales before a 42 percent decline by 2025.2022 to present
• owned byKSI (Olajide Olatunji)KSI co founds Prime with Logan Paul in January 2022.2022 to present
• backed byCongo BrandsCongo Brands holds a reported 60 percent of Prime and operates the brand from Louisville. (partly verified)2022 to present
• made byCongo BrandsCongo Brands formulates Prime and manages its contract bottlers and distribution.2022 to present
• stocked byTargetTarget announces a Prime distribution deal in March 2022.2022 to present
• stocked byWalmartPrime Hydration+ stick packs arrive first at Walmart in September 2022 at 8.98 dollars a box, with Vitamin Shoppe following; BevNET reports about 500,000 dollars of Walmart sales in the first week. Walmart also lists the bottles.2022 to present
• stocked byAsdaAsda becomes Prime's first UK retailer in June 2022 and the site of the sellouts; Aldi, Sainsbury's and Spar follow within weeks, so the deal is first mover rather than exclusive.2022 to present
• stocked byAldiAldi UK lists Prime on December 29, 2022 at 1.99 pounds as a Special Buy.2022 to present
• stocked byKrogerPrime reaches about 20,000 US doors by late 2022 including Kroger. (partly verified)2022 to present
• stocked byAmazonPrime's ZERO Hydration line launches on Amazon US in December 2025.2022 to present
• came out ofMaverick by Logan PaulThe merchandise business and audience built under Maverick lead to Prime; a narrative link rather than a corporate one. (partly verified)2022
• stocked by7-ElevenPrime reaches convenience chains including 7-Eleven during its 2022 US rollout; not confirmed in a retrieved source. (partly verified)2022 to present
• made byRefrescoRefresco sues Congo Brands and Prime Hydration in Delaware Chancery in July 2024 for at least 67.7 million dollars over a three year take or pay deal to bottle Prime Hydration in custom 16.9 ounce bottles at its Truesdale, Missouri plant, at least 18.5 million cases a year, alleging Congo refused a final test run after the line was finished in March 2024; Congo says the agreement terminated on November 15, 2023. Chancery dismisses for lack of equity jurisdiction on January 16, 2025 and transfers the case to Delaware Superior Court, which on August 28, 2025 dismisses the declaratory count but lets the breach of contract and promissory estoppel claims proceed.2023 to 2024
• stocked byWalgreensWalgreens.com carries Prime Hydration bottles in at least five flavors as live product listings; the start date is not announced. (partly verified)2023 to present
• stocked byCostcoCostco carries exclusive Prime flavors through 2026. (partly verified)2024 to present
• licensed toLunchlyEach Lunchly kit ships with a Prime bottle.2024 to present

Influence

• copied byKylie CosmeticsThe Kylie Lip Kit chain of a fast manufacturer plus a social sellout is the template creator beverage and beauty brands cite; included as the map's model case. (partly verified)2022