KSI claims Asda workers are selling his energy drinks on the black market amid a nationwide shortage.
The in-demand beverages are being flogged for profit – up to 500 times their Â£2 price tag – according to the YouTuber and rapper.
In an interview with The Fellas podcast, the 29-year-old, real name Olajide Olayinka Williams “JJ” Olatunji, said: “It’s always sold out, man.
“Honestly, people are selling it on the black market.
“I s*** you not, the only place you’re meant to get Prime is Asda and Arsenal stadium, but people are getting it at petrol stations.
“Asda employees aren’t even f***ing putting it on the shelves anymore. They’re shipping it out lowkey.
“They’re like ‘what’s the point? I put it on the shelf and itâs gone instantly. F*** it, I’m just going to sell it on the black market myself’.
“That’s what they’re doing, bro, and then people are making Ps from it because you can’t get it anywhere.”
They hit UK shelves in May and have been flying off them ever since.
Now, it seems people are turning to sites like eBay to make some serious cash.
Current listings show sellers flogging cases for Â£1,129 – or Â£47 a bottle.
And one bold user is charging Â£1,000 per 500ml.
It is not known where these vendors got their stock or if they work for Asda.
KSI and Paul came up with the idea for coconut water-based Prime Hydration after their final boxing match in 2019.
During a live stream, the pair said they wanted to “rival the biggest companies on earth” with their products – including “Pepsi, Coke, Gatorade and Powerade”.
But they insisted their main goals for the 11-flavour project – which includes blue raspberry, tropical punch and grape – were taste and hydration.
An Asda spokesperson said stores receive regular deliveries of the popular product but declined to comment on colleagues buying stock.