Schools have started banning an influencer-backed drink.
Subscribe now for unlimited access.
or signup to continue reading
Prime Hydration was launched by US social media stars Logan Paul and KSI, who sent their young fans into a frenzy during a recent visit down under to promote the drink.
Footage from a Perth store shows dozens of teenage boys storm the supermarket as the doors open, desperate to get their hands on a bottle.
According to Prime's website, the hydration drink is "a naturally flavoured beverage with 10 per cent coconut water, BCAAs, antioxidants and electrolytes to help you refresh, replenish and refuel".
The drink is available in Woolworths' stores and has been quick to sell out despite a five-bottle purchase limit.
Its cult following has seen a Twitter account and app launched to alert fans when it is restocked in stores.
In a tweet on March 30, Coles Australia said due to a supply issue with Prime Hydration, it was "regretfully unable to offer it to our customers at this time".
Prime has inked deals to become the official global sports drink of the UFC and partnered with English premier league club Arsenal.
Aussie schools ban drink
Prime also sells an energy drink currently not available in Australian stores due to its high caffeine content.
These drinks contain 200mg of caffeine per 355ml can, almost double the legal limit set in Australia's food standards code, and are marketed for people aged 18 and older.
Concerns over the drinks has led some Australian schools to ban it.
In a Facebook post, Queensland's Norris Road State School said students were bringing Prime drinks to school.
The statement encouraged parents to research the drinks, both the hydration and energy versions.
"Please do not allow your children to bring these drinks to school," the post read.
"Students are only to be bringing water to school. Students are also discouraged from bringing water to school in these bottles."
Countless other schools nationwide have posted similar messages to parents via Facebook.
IN OTHER NEWS:
