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Liverpool Echo
Liverpool Echo
Christopher Megrath

KSI grilled on intentions Prime was purposely difficult to obtain

KSI was grilled by Deborah Meaden on whether or not it was in his business plan to make Prime a difficult-to-obtain item.

Prime became a hot commodity around the UK as teenagers and parents flocked to supermarkets to get their hands on the celebrity energy drink. It typically sold out within minutes resulting in the public lining the streets if a new shipment was expected to hit the shelves.

Appearing on BBC's The One Show together, business mogul Deborah Meaden quizzed KSI, the social media influencer behind the drink, on whether or not the item's rarity was a plan from the beginning. She said: "So supply, I mean demand has completely outstripped supply, was that part of the plan?"

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KSI denied the upfront question and insisted he and his team have done everything in their power to meet demands. He said: "No, a lot of people have said that but no.

"We have tried to increase the supply as much as possible and it's still not enough. In America it's a lot easier to get Prime, it's all over the place. But when it comes to the UK it's just hard to find. People are just struggling."

Acknowledging how popular the brand has become, he added: "I knew it would do alright but I didn't think it would take off like this. Me and Logan Paul just started with an idea, like it would be cool to put this out and see what happens.

"It just went. TikTok went crazy over it. It was all over YouTube and people were making videos about it all the time and people were just enjoying the drink. They were tasting it and being like 'This is actually good.'

"I think when it comes to YouTubers putting out products it's normally terrible or not very good so I think that's why this has actually had quite a lot of life to it."

KSI also defended the drink's taste after Gordon Ramsey claimed that if he ever sold it in one of his restaurants he would be immediately fired.


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