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KSI and Logan Paul have gone from boxing foes to energy drink partners

By Manish Pandey

Newsbeat reporter

Long queues, grappling shoppers and even headfirst dives into shelves.

That's what Prime Hydration - a drink promoted by YouTubers KSI and Logan Paul - has sparked in shops around the UK.

It's become an online sensation since being launched, with its limited UK availability causing a craze.

KSI denies that limiting the drink was a deliberate marketing ploy but the result of keeping it in short supply has been.... predictable.

Aldi stocked Prime as a one-off special last month.

In videos showing long lines and chaotic scenes, customers were seen trying to get their hands on the drink as staff attempted to control crowds.

With restocks selling out as fast as they arrive, it's also spawned a black market with people selling bottles for huge prices online.

But what is all the fuss about?

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