In a surprising move, Shoprite's Checkers stores have dropped the price of PRIME Hydration, the celebrity-endorsed beverage brand, to a mere R10, marking a significant 75% reduction from its initial price point. This development comes as Shoprite transitions to sourcing the product from a local manufacturer, signaling a strategic shift in its supply chain.
Initially introduced to the South African market in April last year at R39.99, PRIME Hydration quickly gained traction, fueled by endorsements from high-profile YouTubers Logan Paul and KSI. The beverage's popularity among Gen Zers led to demand spikes, with some outlets retailing it for as much as R500 for a 500ml bottle.
Explaining the drastic price drop, Shoprite cited the need to clear existing imported stocks as it prepares to procure PRIME Hydration from a local supplier. While the retailer didn't disclose the name of the local manufacturer, the move aligns with Shoprite's commitment to supporting local businesses and streamlining its supply chain operations.
Notably, the discounted price at Checkers stores isn't linked to the controversies surrounding PRIME Group's energy sports drinks in the United States. Recent lawsuits in the US have raised concerns about the chemical composition and caffeine content of PRIME's beverages. However, Shoprite assured consumers that all imports undergo rigorous inspections to comply with South African health and safety standards.
In response to allegations raised in the US, YouTuber Logan Paul defended PRIME Hydration, asserting the brand's adherence to regulations. Paul dismissed claims of FDA investigations and emphasized PRIME's commitment to quality and compliance.
Meanwhile, PRIME Group's parent company, Congo Brands, addressed concerns over lawsuits and chemical composition, stating that it's challenging allegations with scientific evidence. The company reaffirmed its commitment to regulatory compliance and product quality across all territories.
The controversy surrounding PFAS chemicals, highlighted in the US lawsuits, underscores the complexities of product safety and environmental impact. Congo Brands emphasized ongoing scientific research into PFAS and reiterated its adherence to strict quality control measures.
As Shoprite transitions to local manufacturing for PRIME Hydration, consumers can expect continued availability of the popular beverage at more accessible prices. The retailer's move reflects a broader trend towards supporting local industries while maintaining a commitment to product quality and safety.
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