Robbie Williams poised to launch his own brand of energy drinks to rival KSI’s Prime that's sending Brits wild | The Sun
1st January 2023

ROBBIE Williams is poised to launch his own brand of energy drinks to rival KSI’s Prime that has been sending Brits wild.

The popstar filed a patent last month to trademark a range of his own energy drinks.

Application documents show his interest sits within a "powdered nutritional supplement energy drink mix, "electrolyte drinks for medicinal purposes" and "medicated mineral drinks", the Mirror reports.

The 48-year-old singer, who reportedly used to drink 20 cans of Red Bull a day, is set to be named Rude Pump – possibly a nod toward his 2006 album Rudebox.

A source says on the back of the success of Prime, drink businesses are appearing as a lucrative option for "showbiz folk".

They said: “Drinks are big business, especially when they can go viral on the internet.”


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Prime Hydration, which retails for £1.99 and was founded by YouTube stars KSI and Logan Paul, has taken the world by storm.

Bottles have been flogged for over £50,000 on Ebay – and Robbie may be edging towards a slice of the drink mammoth industry, worth an estimated £76 billion globally, which is expected to hike to £147 billion this year.

The Intellectual Property Office is currently considering his application, which would be in place for 10 years if approved.

Robbie would be rivalling against Prime which has proved so popular that supermarkets have seen stampedes of customers and parents wrestling kids out of the way to get their hands on a bottle.

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It sold out "in seconds" when it hit shelves in Aldi this week and has to be rationed to one of each flavour per customer.

One Aldi staff member told PlymouthLive that their store had sold 360 bottles in under six minutes.

Huge queues formed outside stores from the early hours of the morning as shoppers are desperate to buy it.

A savvy school was seen raffling off a bottle of Prime to raise money for classes as the energy drink craze continues.

Ponthir Church in Wales Primary School cashed in on the mayhem by advertising a single bottle of the sought-after drink.

The next place that will be stocking popular energy drink Prime Hydration has been revealed, but there is a catch.

The drink was originally carried exclusively by Asda and then by Aldi, but now London Stadium, home of West Ham United are getting in the action.

But there's a catch – servers will remove the cap when you buy a bottle so you can't take it home.

The drink was sold at the Hammers' match against Brentford this week.

And they are expected to restock before the team's next game against Everton on January 21.

The stadium wrote on Twitter: "We are pleased to announce that Prime Hydrate will be available from concessions stands from today at London Stadium!

"Please note: for safety reasons lids will be removed during the match, it will be possible to purchase Prime from full time with lids."

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It comes as SPAR has announced that they will be selling it from January 6.

Oasis garage in Long Riston, Yorkshire announced that it was set to receive new stock as it is rolled out in shops across the nation.

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