Iceland Foods is to stock the new Prime Hydration drink collaboration with Manchester City star Erling Haaland.

The strawberry and lemonade flavoured drink will be available in the frozen food retailer’s stores and online, as well as at The Food Warehouse nationwide from today (15 May) at £2.

The tie-up, which was initially teased back in August 2023, sees Haaland as the latest athlete and first footballer to be sponsored by the viral brand which was founded by YouTube sensations KSI and Logan Paul.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The launch of the new drink in Iceland follows the recent rollout of the Prime strawberry and banana flavour in the grocer’s stores last month.

Iceland also continues to stock other Prime flavours including Cherry Freeze, Lemon Lime, Lemonade, Blue Raspberry, Strawberry Watermelon, Ice Pop and Tropical Punch.

The news comes as YouTube megastar group the Sidemen, of which Prime founder KSI is a member, are launching a new frozen food range, Sides, exclusively in Iceland as the brand looks to expand its grocery portfolio.

Sides is a spin-off from the group’s restaurant of the same name, which sells fried chicken, side dishes, and sauces.