People who stood in line from first thing this morning hoping to get their hands on a special bottle of Prime were left bitterly disappointed when they found only empty shelves and no bottles of the viral energy drink.
The strange obsession with Prime has been getting a bit silly for a while now, with outlets such as Wakey Wines unabashedly charging huge mark-ups for bottles of the luminescent liquid.
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What’s more, people have been causing minor riots in supermarkets trying to grab bottles, with limits being imposed making sure that only a certain number of bottles can be bought at a time.
Even KSI – who co-owns the brand alongside fellow YouTuber Logan Paul – has asked people to calm down about it, telling them not to spend over the odds.
With a limited edition flavour of the drink set to hit shelves in Sainsbury’s, a gaggle of eager Prime fans gathered outside various supermarket locations to see if they could bag a bottle, but they were met with empty shelves when they got inside.
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There were lines reported outside Sainsbury’s locations in Maidstone, Birmingham, and Torquay, with shoppers running as fast as they could to the shelves once allowed into the store.
However, when they arrived they found only empty cardboard boxes and notes telling them that the products were out of stock.
Naturally, this created some disappointment.
One mum said: “I’d taken my children, aged 12 and 10, into Marshall Lake Sainsbury's.
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"They’d been nagging me for it for a week.
"They got me out of bed, all excited to buy it with their own pocket money.
"We dashed into the supermarket, running across the car park to be the first ones in.
"Once they realised there was no Prime in stock, they were really disappointed.
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"A sales assistant told us to come back on Friday, but they had it in their heads that they were going to get it today."
In a statement, a spokesperson for Sainsbury’s said: “We know our customers actively seek the latest in product innovation.
“We are excited to be launching the following Prime Hydration products in store from Tuesday 21 February."
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The supermarket chain also confirmed that Prime will be sold on a 'When It's Gone, It's Gone' basis.
Sainsbury’s will be stocking lemon lime, blue raspberry, tropical punch, ice pop, and the limited edition orange and mango flavours of Prime, if you can manage to find somewhere that has any left.
Failing that, you could still go down to Wakey Wines.
Just remember to bring your wallet with you – and give your head a wobble first – if you're planning to do that.
Featured Image Credit: SWNSTopics: Food And Drink, UK News, Shopping, KSI, Logan Paul