Today marks the launch of a highly anticipated beverage as Iceland begins to stock the new Prime Hydration drink in collaboration with Central Cee.
- This latest addition to Prime’s lineup features a citrus kiwiberry flavour, available both in stores and online.
- The Prime Hydration collaboration was first hinted at in March through social media, generating significant interest.
- This new flavour joins an extensive range of existing Prime drinks available at Iceland, further diversifying consumer choices.
- The launch of this beverage aligns with Iceland’s broader strategy to continually expand its offerings in the beverage sector.
Today marks a significant event in the beverage sector as Iceland introduces the eagerly awaited Prime Hydration drink, crafted in collaboration with British rapper Central Cee, expanding its portfolio. The release of the citrus kiwiberry flavoured drink, available both in stores and online at a price of £2, comes following a social media campaign that began in March, stirring public curiosity and anticipation.
This latest addition follows Iceland’s initiation in May of stocking Prime Hydration’s strawberry and lemonade drink, developed with Manchester City player Erling Haaland. The arrival of this new citrus kiwiberry flavour extends the brand’s reach, adding to an existing selection of dynamic flavours offered at Iceland, including Strawberry Banana and Blue Raspberry.
The strategic tie-up with Central Cee represents a concerted effort by Prime to leverage celebrity collaborations for increased market presence. Prime, founded by YouTube personalities KSI and Logan Paul, has effectively utilised its affiliations to gain traction within the competitive beverage market. The brand’s previous partnerships, such as the one with Manchester City’s Erling Haaland, have proven successful in broadening its consumer base.
Additionally, Iceland’s move to include this new flavour aligns with its overarching business strategy of innovation and diversification, particularly in its non-traditional product offerings. The collaboration with Central Cee is part of a broader pattern observed within Iceland’s retail practices, notably their exclusive launch of the Sidemen’s frozen food range, Sides, earlier this year.
Such initiatives indicate Iceland’s commitment to adapting to emerging consumer trends and preferences, ensuring they cater to a diverse range of tastes and interests. The incorporation of viral brands and internet personalities plays a crucial role in modern retail strategies, reaffirming Iceland’s position as a forward-thinking retailer.
The introduction of the new citrus kiwiberry Prime Hydration drink at Iceland reflects the retailer’s strategic vision to expand and innovate within the beverage market through celebrity partnerships.
