Checkers, a South African supermarket chain, has announced that it is the official retail partner of the PRIME energy drink, which has recently gained popularity on social media in the country. The drink will be sold at selected Checkers and Checkers Hyper stores and on the Checkers Sixty60 app in the Western Cape, Gauteng, and KwaZulu-Natal from May 1, 2023.
Checkers plans to roll out the drink to the rest of South Africa during the month. The partnership comes after the drink experienced a surge in popularity in South Africa, causing prices to exceed R400 in some instances. The drink is currently selling for R299 on Takealot. Checkers has confirmed that the drink will be exclusively available at retail prices of R39.99, which is about a 10th of what people have been paying.
The drink is said to have become an international viral sensation since its successful launch in January 2022 by YouTube sensations Logan Paul and KSI. Reports suggest that the drink has generated R4.5 billion in retail sales worldwide, with R818.3 million made in January 2023 alone. Each 500ml bottle of PRIME has around 20 calories and is an ideal thirst quencher for consumers who wish to rehydrate, refuel and replenish their energy levels.
The drink is made up of 10% coconut water, with zero added sugar or caffeine, and contains electrolytes, vitamins A, E & Zinc, and branched-chain amino acids (BCAAs). Checkers will launch PRIME Hydration in four flavors: Ice Pop, Blue Raspberry, Lemon Lime, and Tropical Punch, with purchases limited to eight per customer (two per flavor).
The retailer will host a launch event in collaboration with TikTok at selected stores on May 1, including Checkers Canal Walk, Century City, Cape Town; Checkers Hyper Sandton City, Sandton, Johannesburg; Checkers Castle Gate, Pretoria; Checkers Rosebank; Checkers Hyper Menlyn, Pretoria; and Checkers Oceans Mall, Umhlanga.
According to the Checkers website, a total of 238 stores will stock the drink on Workers’ Day public holiday in the Western Cape, Gauteng, and KwaZulu-Natal. The store breakdown is 43 in KwaZulu-Natal, 55 in the Western Cape, and 140 in Gauteng and the Great North – and can be found HERE
Checkers has partnered with PRIME energy drink, which will be sold exclusively at Checkers and Checkers Hyper stores in South Africa. The drink has gained popularity on social media and has become an international viral sensation since its launch in January 2022.
The drink will be sold in four flavors and will retail for R39.99. The retailer will host a launch event in collaboration with TikTok at selected stores on May 1, and a total of 238 stores will stock the drink on the public holiday in the Western Cape, Gauteng, and KwaZulu-Natal.
