The scenes of chaos took place in several British stores of the hard-discount brand. Customers flocked to an energy drink created by two English youtubers.
The French had the Nutella affair with Intermarché. The English will have the Prime case with Aldi. Many scenes of chaos took place throughout the United Kingdom on December 29 because of a special sale orchestrated by the German hard-discount brand.
In its Thursday news, Aldi had indeed prepared a special offer on Prime energy drinks. The offer did not necessarily attract the attention of ordinary consumers but rather that of fans of Logan Paul (23.6 million subscribers on YouTube) and KSI (24 million subscribers), English youtubers and co-creators of the beverage brand.
It must be said that Aldi’s offer was attractive: 1.99 pounds (2.25 euros) a bottle, instead of 29.99 pounds on the online site. Some professional resale Internet users even offered certain bottles at nearly 50,000 pounds on eBay.
Fights between children and adults
An obviously attractive offer and a fairly low stock (about 300 bottles per store) which inevitably attracted an impressive crowd and caused a series of fights. Barely returned, after several hours of waiting in front of the store, the customers indeed rushed on the bottles available.
Prime had, however, indicated a few hours before the sale that the purchase of bottles was limited to three per person. This therefore only reinforced the arguments and jostling to be able to obtain this beverage without sugars, made of coconut water, electrolytes and vitamins.
Numerous videos have thus been published on social networks, showing adults and children struggling to be able to recover the precious bottles. Several stores were robbed in just 5 minutes.
The Prime brand, however, indicated on Twitter that such scenes had only occurred in a small number of stores, which had not prepared properly.
“The majority of stores had defined a clear process, where employees distributed the bottles by hand or left them in the checkout,” said the beverage brand.
However, these scenes are unlikely to recur. Aldi has indicated that no restocking of these energy drinks will be made.
