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Prime Hydration Profits Fall as Strategic Review Begins
Prime Hydration Profits Slide as Brand Faces Tough UK Market
Influencer-Backed Drink Brand Begins Strategic Review After Sharp Financial Decline
Prime Hydration profits have taken a major hit, as the company starts a strategic review to secure its long-term future. The popular energy drink, backed by influencers Logan Paul and KSI, saw its UK sales plummet in 2024.
Remember when people were paying about £100 a bottle 🤣🤣🤣 pic.twitter.com/nII97IbtaG— Josh (@joshpearson180) March 27, 2024
Newly released figures reveal turnover dropped from £112.2m to just £32.8m in the past 12 months. Likewise, pre-tax profits fell from £4.3m to under £1m. These results mark a sharp downturn for the brand that once dominated headlines.
Viral Success Fades Fast
Prime Hydration launched in the UK in mid-2022, sparking viral sell-outs and frenzied demand. Supermarkets struggled to keep shelves stocked, while social media buzz boosted sales even further.
However, as the hype cooled throughout 2024, sales began to fall. Social media posts even showed Prime Hydration drinks in clearance bins at major retailers like Tesco. Some were reduced to as little as 31p, showing how demand had weakened.
Strategic Review Aims for Stability
In response to the decline, Prime Hydration’s directors confirmed the business is undergoing a full strategic review. Their goal is to shift the brand from rapid growth to a stable, long-term market presence.
“The company is transitioning from hyper growth to sustainable operations,” they stated in the latest financial report. Despite lower Prime Hydration profits, the brand remains committed to innovation.
Earlier this year, Prime launched its new “Prime Ice” product line. The company has also teased more product launches in 2025, though no details are available yet.
Future Growth Hinges on Innovation
Looking ahead, Prime Hydration plans to invest further in new products to reignite consumer interest. While the brand faces a more competitive and cautious market, its global recognition and influencer backing remain strong assets.
The coming months will reveal whether Prime’s strategy can reverse falling profits and secure a lasting position in the UK market.
Prime Hydration Profits Fall as Strategic Review Begins
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