PRIME Hydration expands African footprint with launch in Ghana, Nigeria
WEST AFRICA – US energy drinks producer Prime Hydration, co-founded by influencers Logan Paul and Olajide “KSI” Olatunji, has officially expanded into West Africa with its launch in Ghana and Nigeria.
The entry is facilitated through a strategic partnership with TradeDepot, a leading B2B buying platform renowned for its extensive retail network and distribution expertise.
Founded in 2022, PRIME Hydration has rapidly gained global recognition, achieving estimated worldwide sales exceeding US$1.2 billion by 2023.
Its product line includes zero-sugar sports drinks made with 10% coconut water, BCAAs, electrolytes, and antioxidants, available in both bottled and powdered forms.
The brand is marketed as a healthier alternative to traditional sports drinks, appealing to athletes and health-conscious consumers with its hydration and workout recovery benefits.
TradeDepot, established in 2017, serves as a vital B2B marketplace connecting brands with consumers in emerging markets. Its robust platform supports small businesses and facilitates access to global products.
The partnership with PRIME marks a significant milestone in TradeDepot’s expansion strategy, transitioning from wholesale distribution to exclusive brand collaborations.
“Partnering with TradeDepot was an easy decision,” said a PRIME spokesperson. “Their proven track record in Africa and commitment to efficient distribution makes them the ideal partner as we work to expand PRIME Hydration’s reach in this exciting market.”
PRIME’s launch in Ghana and Nigeria follows its earlier debut in South Africa in April 2023, where it partnered with Checkers, a leading supermarket chain.
The brand’s expansion coincides with ongoing legal proceedings involving Refresco, a production partner, which filed a US$67.7 million lawsuit against PRIME in August for an alleged breach of a master supply agreement.
Despite these challenges, PRIME continues its aggressive global growth strategy, solidifying its footprint in key markets across Africa.
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