Iceland will stock the eagerly awaited Prime Hydration drink, a collaboration with British rapper Central Cee, starting today.
- The citrus kiwiberry flavoured drink will be available both in-store and online at The Food Warehouse and Iceland outlets for £2.
- The collaboration, first hinted at in March on social media, is part of Prime’s strategy to maintain its viral appeal.
- This release follows a similar collaboration with Manchester City star Erling Haaland, featuring a strawberry and lemonade flavour.
- The launch is concurrent with the Sidemen’s expansion of their frozen food range in Iceland, solidifying the brand’s grocery presence.
From 1 October 2024, consumers will find the new citrus kiwiberry flavoured Prime Hydration drink in both Iceland stores and The Food Warehouse locations across the United Kingdom. This introduction, priced at £2, marks a continuation of Prime’s strategic partnerships with high-profile figures to boost its market presence.
The current collaboration with Central Cee, a prominent British rapper, has garnered significant anticipation, particularly following the initial social media teasers in March. The drink’s viral nature contributes to its popularity among various consumer demographics, capitalising on the broad appeal of its collaborator.
Prime Hydration has been diversifying its collaborations, as evidenced by the prior launch involving Manchester City footballer Erling Haaland, which featured a strawberry and lemonade flavoured drink. This approach bolsters the brand’s visibility and attracts a sports-savvy audience.
Additionally, the Prime brand extends its grocery influence through the Sidemen, a group including co-founder KSI. The group’s recent introduction of a frozen food line, Sides, in April 2024 exclusively in Iceland stores, aligns with Prime’s broader market integration strategy. Sides originates from an already successful restaurant venture and offers a variety of meals primarily based on fried chicken.
This new beverage joins an array of Prime flavours already available, such as Strawberry Banana, Cherry Freeze, Lemon Lime, Lemonade, Blue Raspberry, Strawberry Watermelon, Ice Pop, and Tropical Punch. The range caters to a wide spectrum of taste preferences, further entrenching the brand’s appeal.
This new collaboration represents a deliberate effort by Prime Hydration to expand its appeal through strategic partnerships.
