Iceland is set to elevate its beverage offerings with an exclusive new flavour from Prime Hydration, in collaboration with British rapper Central Cee. This limited edition joins a popular line-up, poised to captivate consumers.
- Starting 1 October, the citrus kiwiberry drink is available both in-store and online, priced competitively at £2.
- The collaboration was initially teased in March, creating anticipation among fans of both Central Cee and the Prime brand.
- This release comes in the wake of a previous successful launch with footballer Erling Haaland, which garnered significant attention.
- The Sidemen, founders of Prime, continue to expand their grocery footprint, recently launching a frozen food range named Sides.
Starting 1 October, Iceland is set to stock the much-anticipated citrus kiwiberry flavoured Prime Hydration drink in collaboration with British rapper Central Cee. Shoppers can find this exclusive offering both in-store and online at Iceland and The Food Warehouse, retailing for £2.
The collaboration with Central Cee was first hinted at in March through social media channels, stirring excitement among fans of both the musician and the viral beverage brand founded by YouTube stars KSI and Logan Paul.
This latest addition marks another successful partnership following Iceland’s previous collaboration with Manchester City footballer Erling Haaland, which introduced a strawberry and lemonade Prime Hydration flavour earlier this year. The launch drew significant consumer interest and added to the brand’s growing presence in the market.
Prime Hydration’s new addition is set to join an already impressive lineup of flavours available at Iceland, including fan favourites such as Strawberry Banana, Cherry Freeze, Lemon Lime, Lemonade, Blue Raspberry, Strawberry Watermelon, Ice Pop, and Tropical Punch.
In a related development, KSI continues to broaden his business ventures as part of the Sidemen, who recently launched a frozen food collection called Sides exclusively at Iceland. This range, introduced in April, underscores the group’s ambition to enhance its grocery offerings.
Iceland’s strategic partnerships continue to bolster its product range, leveraging popular collaborations to attract and engage consumers.
