Prime Hydration

What Prime Hydration does

Prime Hydration, LLC is a Louisville, Kentucky-based functional beverage company founded in 2022 by YouTube creators Logan Paul and KSI. The company produces a portfolio of branded drinks including a flagship electrolyte Hydration line (with coconut water, BCAAs, B vitamins, antioxidants, zero added sugar), a Zero Hydration sugar-free variant, an Energy drink (200mg caffeine, vegan, ages 18+), a Shake protein line (32G protein, lactose-free), a Shake + Creatine variant, and Rapid Rehydration/Hydration+ powder sticks. Formulation is built around conventional functional beverage ingredients rather than proprietary technology, with no AI/ML components in the product stack.

The business operates a hybrid distribution model combining direct-to-consumer e-commerce (drinkprime.com US, drinkprime.uk UK), Amazon marketplace, and broad retail distribution including Costco-exclusive 18-pack varieties, Casey's-exclusive Strawberry Swirl, and verified product availability across 55+ countries. Go-to-market is anchored on creator-led influencer marketing, limited-edition flavor drops, a collegiate ambassador program, and exclusive sponsorships such as the Babe Ruth League partnership supporting 505,000+ youth athletes. The company targets youth athletes, active lifestyle consumers, and creator/influencer enthusiast segments.

Financially, Prime remains private with no disclosed institutional funding. Its UK subsidiary (the only disclosed financials) reported turnover of £32.8m in its most recent fiscal year, down 70.7% from £112.2m the prior year, with net profit down 91.6% to £312,393 — a sharp post-viral correction that triggered a board-led strategic review in 2025 to restore sustainability. The company continues to pursue product line extension, channel exclusivity, and partnership-based community building as defensive and offensive levers.

Name

Prime Hydration

Legal name

PRIME Hydration, LLC

Website

https://drinkprime.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Functional Hydration & Electrolyte Water Production (AFAFAFAH)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Powdered Beverage Bases & Concentrates (instant drink mixes, soluble concentrates) (AFAFAGAI)

Keywords

• Functional beverages
• Electrolyte hydration drinks
• Energy drinks
• Protein shakes
• Ready-to-drink beverages

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Beverage Product Sales: Direct-to-consumer and retail sales of hydration drinks, zero hydration, energy drinks, protein shakes, and rapid rehydration sticks. Products sold in single units, multi-packs (12-pack, 15-pack, 18-pack) through company e-commerce and Amazon, with retail distribution through major retailers including Costco and Casey's.
2. UK Operations Revenue: UK subsidiary generated £32.8m turnover (down 70.7% YoY) with net profit of £312,393 (down 91.6%) in recent filings. Company conducted strategic review following decline from peak viral hype period in 2023.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Prime Hydration develops, manufactures, and sells a portfolio of functional beverages under the PRIME brand, including electrolyte-enhanced hydration drinks, zero-sugar hydration variants, caffeinated energy drinks, protein shakes, and portable hydration powder sticks. The products are sold directly to consumers through the company's e-commerce storefronts (drinkprime.com and drinkprime.uk), on Amazon, and through major retail and convenience store partners across more than 55 countries.

Product overview

PRIME is a multi-product beverage brand founded by Logan Paul and KSI, offering a portfolio of functional drinks built around hydration, energy, and protein. The core offering is the Hydration line of electrolyte-enhanced drinks, complemented by a ZERO Hydration zero-sugar variant, an Energy drink line with caffeine, a Shake protein beverage line, and two portable formats: Rapid Rehydration Sticks and Hydration+ Sticks for on-the-go use. An additional Shake + Creatine line combines protein with creatine supplementation. The brand launched its first product (PRIME Hydration) in 2022 and has expanded across multiple product categories and flavor varieties.

Differentiator

Problem solved

Functional benefit

Products and services

• Hydration Electrolyte-enhanced hydration drink line available in multiple flavors including Strawberry Banana, Cherry Freeze, Meta Moon, Strawberry Watermelon, Lemonade, Ice Pop, Blue Raspberry, Tropical Punch, and Lemon Lime. Contains antioxidants, electrolytes, 10% coconut water, BCAAs, B vitamins; caffeine-free with zero added sugar. For general consumers seeking functional hydration.
• ZERO Hydration

Quantifiable outcome

• 505,000+ youth athletes supported through Babe Ruth League partnership

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Babe Ruth LeaguecoreStrategic or Co-development Partner · 3 December 2025Prime Hydration became the exclusive hydration partner for Babe Ruth League, supporting over 505,000 youth athletes across the United States. The partnership includes fundraising opportunities, branding visibility, and community engagement initiatives for local baseball and softball leagues nationwide.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gatorade: PepsiCo-owned flagship sports hydration brand and category-defining incumbent. Directly competes with Prime's Hydration and ZERO Hydration lines on electrolyte positioning, retail distribution, and youth/athlete marketing channels.
• BodyArmor: Sports hydration brand owned by Coca-Cola, formulated with coconut water and electrolytes. Closely comparable to Prime's hydration positioning and shares similar influencer-athlete marketing playbook, competing in identical retail aisles.
• Liquid Death: Canned water and functional beverage brand built on a distinctive creator-led, edgy brand identity and heavy social media marketing. Comparable to Prime in relying on founder-driven brand equity and viral-led go-to-market rather than traditional CPG marketing.
• Celsius: Functional energy/fitness beverage brand with strong presence in fitness and active-lifestyle channels. Direct overlap with Prime's Energy line and similar target demographic of fitness-conscious younger consumers, distributed through similar retail and convenience channels.
• Alani Nu: Energy and hydration brand popular with female fitness consumers, founded by influencer entrepreneurs. Comparable to Prime in founder-led brand origin, social-media-driven demand, and product portfolio spanning energy plus functional formats.
• Ghost: Supplement and beverage brand built on lifestyle/influencer partnerships with a comparable community- and ambassador-led GTM motion. Overlaps with Prime's protein shake and functional beverage positioning.
• C4 Energy (Cellucor): Energy and pre-workout beverage line from established supplement maker Cellucor. Directly comparable to Prime's Energy line in caffeine content, target consumer (active lifestyle/fitness), and retail channel mix.
• Electrolit: Electrolyte hydration drink positioned for recovery and rehydration. Closely comparable to Prime Hydration's electrolyte-forward formulation and similar over-the-counter pharmacy and convenience-store distribution.
• Bloom Nutrition: Influencer-founded hydration and greens supplement brand built off a creator following and viral social marketing — directly comparable to Prime's Logan Paul/KSI origin story and target demographic of younger female consumers.

Emerging players

• OLIPOP: Functional beverage brand expanding into hydration-adjacent functional drinks with strong DTC and natural-channel distribution. Comparable in next-generation functional positioning but with a different primary category (soda).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/primehydrate
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/primehydration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prime Hydration