Viral soft drinks brand Prime looks set to expand into sports nutrition. The drink sensation has applied to register its logo with the IPO under class five, covering nutritional supplements, protein supplement shakes and protein supplements formed and packaged as bars. While Prime – co-founded by YouTuber and pro wrestler Logan Paul – declined to comment, a move into protein products would be “a natural progression for the brand”, said One Stop franchise partner Aman Uppal. “There’s a lot of potential there because they have uncovered a new market in terms of teenagers and adults who are not really into those typical, well-established sports nutrition brands.”Nurture Brands MD Adam Draper agreed an expansion beyond the core Prime drinks, which contain no protein, would “do really well” given founders Paul and rapper/boxer KSI “have millions of devoted followers on Instagram and YouTube, and their fans will buy whatever they are selling. They will certainly steal market share for a period.” However, long-term success would “come down to the value they offer, which is down to the quality of their product and its repeat rate”, Draper added.
