SCHOOLCHILDREN are getting up at 5am to buy bottles of Prime to sell on to classmates at a profit.
Bottles of Prime Hydration, launched by influencers KSI and Logan Paul, are selling out within minutes of the drink being restocked at Asda in Silver Street, Worcester.
And now it has been revealed that schoolchildren are getting to the supermarket early in the morning to quickly snap up bottles.
They will then sell them on to classmates for a profit - leading to the store having to ask people to 'shop responsible'.
A Worcester resident said: "It's crazy. Kids are getting up at 5am to get their hands on them and then flogging them on for profit once they get to school.
"It's becoming like gold dust. All this for an energy drink."
KSI and Logan Paul, who are both YouTubers, launched PRIME Hydration in 11 different flavours earlier this year.
@nisa.local.worcester Come buy prime !! #fyp #prime ♬ Doja - Central Cee
READ MORE: 'Shop responsibly' plea at Worcester's Asda as Prime drink sells out in minutes
After becoming immensely popular in America, the business partners decided to try their luck across the pond by launching the energy drink in the UK.
And Prime Hydration has been flying off the shelves since coming to the UK in May.
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Some stores like Asda on Silver Street have limited the number of drinks shoppers can buy per visit and has asked shoppers to shop responsibly.
Asda's customer services Twitter account is also being bombarded with requests from shoppers asking when they will be back in stock.
Asda replied to several customers saying: "Prime hydration has been in very high demand since it hit our shelves this year.
"The best thing to do is visit your store frequently and keep an eye out for stock, as it is very popular and sells fast. Thank you and good luck!"
People have been travelling across the country to try to find bottles of the drink.
A TikTok shows a group of girls visiting stores in Taunton, Bridgewater, Wells, Highbridge, Weston-Super-Mare, Clevedon, Almondsbury and Worcester.
Stock was sold out in every single store she visited.
KSI has spoken about the celebrity-endorsed drink in an episode of The Fellas podcast where he reacted to the popularity of the energy drink.
He said: "It’s always sold out, man. Honestly, people are selling it on the black market.
"The only place you’re meant to get Prime is Asda and Arsenal stadium. But people are getting it at petrol stations.
"Asda employees aren’t even putting it on the shelves anymore.
"They’re shipping it out lowkey. They’re like ‘what’s the point, I put it on the shelf, and it’s gone instantly."
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