Prime

Prime is entering the protein shake category, announcing its new line on social media this morning.

The court battle between superstar sports drinks is over, as Lionel Messi and Logan Paul’s respective brands agreed on Tuesday to drop all claims and counterclaims tied to alleged copying of trade dress.

The ongoing legal battle between Logan Paul’s Prime Hydration and Mark Anthony Brands’ Más+ by Messi is getting more heated.

A New York Southern District court judge’s ruling last week dismissed a class action suit against Prime alleging the brand’s energy drinks contained more than the listed 200 mg of caffeine per 12 oz can.

Positive beverage sales trends have U.S. convenience retailers feeling optimistic despite this year’s economic shockwaves, with growth outlook rising 3.4% according to a Goldman Sachs survey representing around 25% of the channel.

While coconut water-based sports drink brand Coco5 may be sticking close to its “mile-deep” philosophy, distribution is getting a lot bigger than just an inch-wide. Founded in 2010, the better-for-you hydration drink maker has been ramping up business over the last five years.

In this video interview, PRIME co-founder Logan Paul sat down with us to discuss how the brand achieved its rapid rise in both the hydration and energy drink categories, including how his and his co-founder KSI’s hands-on approach to branding and marketing helped differentiate the company from other influencer-backed brands.

As a pro fighter, Logan Paul has gone up against Damian Priest, Floyd Mayweather, and even his own PRIME co-founder KSI. But could his next public bout be with the senior Senator from New York?

Logan Paul and KSI’s PRIME Hydration has signed a three-year marketing partnership to become the “Official Global Sports Drink of UFC”, replacing BodyArmor which has sponsored the UFC for the past five years.