GHANA/NIGERIA – PRIME Hydration, the globally recognized beverage brand co-founded by influencers Logan Paul and Olajide “KSI” Olatunji, has officially entered the West African market with its debut in Ghana and Nigeria.
The brand’s expansion is facilitated through a partnership with TradeDepot, a prominent B2B buying platform known for its extensive retail network and distribution expertise.
TradeDepot, established in 2017, serves as a B2B marketplace, helping brands connect with consumers in emerging markets. Its robust platform supports small businesses and facilitates seamless access to global products, solidifying its role as a key player in cross-border commerce.
The entry into these markets marks another milestone for PRIME, which first launched in 2022 and swiftly gained global popularity.
By 2023, PRIME had achieved estimated worldwide sales exceeding US$1.2 billion. The product lineup includes zero-sugar sports drinks made with 10% coconut water, BCAAs, electrolytes, and antioxidants, available in both bottled and powdered forms.
Partnership with TradeDepot
TradeDepot’s role as the distribution partner for PRIME in Nigeria and Ghana is pivotal. The platform boasts a network of over 200,000 retailers across both countries and works with major FMCG brands like Nestlé, Unilever, Coca-Cola, and PepsiCo.
This partnership aligns with TradeDepot’s strategy to expand its services from wholesale distribution to exclusive brand partnerships, making PRIME Hydration accessible across various retail channels.
“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.”
Onyekachi Izukanne, CEO and Co-founder of TradeDepot, highlighted the potential of the collaboration.
“We are thrilled to partner with PRIME to bring this sought-after product to West Africa. Our strong network and top-notch distribution ensures PRIME Hydration will be readily available at retailers of all sizes across Nigeria and Ghana.”
Rising demand in Africa’s beverage market
The African soft drinks market is projected to grow significantly, with Statista estimating a 16.76% increase between 2024 and 2028, reaching a market volume of US$160.2 billion by 2028.
This growth highlights the strategic timing of PRIME’s entry into the region, leveraging TradeDepot’s logistical expertise and market insights to navigate cross-border trade complexities.
Global recognition and African footprint
PRIME Hydration, marketed as a healthier alternative to traditional sports drinks, has achieved global acclaim.
The product has become a go-to for athletes and health-conscious consumers, offering functionality beyond hydration to include workout recovery benefits.
This launch in Ghana and Nigeria follows PRIME’s earlier debut in South Africa in April 2023, where it partnered exclusively with Checkers, a leading supermarket chain.
