Iceland is to stock the highly anticipated Prime Hydration drink collaboration with British rapper Central Cee.
From today (1 October), the citrus kiwiberry flavoured drink will be available in-store and online at the frozen food retailer and in The Food Warehouse for £2.
The tie-up with Central Cee, which was initially teased in March on social media, marks the latest collaboration for the viral brand which was founded by YouTube sensations KSI and Logan Paul.
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In May, Iceland began stocking Prime Hydration’s strawberry and lemonade flavoured drink collaboration with Manchester City star Erling Haaland.
The new limited-edition bottle joins a line up of fan-favourite Prime flavours already available at Iceland and The Food Warehouse, including Strawberry Banana, 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, launched a new frozen food range, Sides, exclusively in Iceland in April as the brand looked 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.
