People have branded the price of prime hydration 'madness' after bottles of the popular drink hit £100 online across the North East.

Over the last few months, stores in the UK have started stocking the new hydration drink PRIME, which has become popular in the USA and is championed by celebrities such as KSI and Logan Paul.

With its block colour bottles and a range of flavours, PRIME has become a hit with younger audiences, but parents trying to get their kids the drink and older people have also been spotted buying it too.

Read more: Queues outside Norton and Yarm Aldi stores as people buy Prime drink

After the drink first launched in the UK earlier this year, people were seen queuing outside shops for it – so it’s no surprise that people in the region are now trying to pick it up in large quantities.

The Northern Echo: One advert is selling prime for £123. Picture: NORTHERN ECHOOne advert is selling prime for £123. Picture: NORTHERN ECHO (Image: NORTHERN ECHO)

Last week, queues of people were spotted outside Aldi in Yarm and Norton after the supermarket chain started selling the drink on its special buy offer of £1.99, and had began limiting customers to three prime drinks per shopper.

However, looking at social media, people have been trying to 'cash in' on the Prime drink craze - so much so that bottles have been spotted for over £100 on Facebook Marketplace - prompting some to call the fad 'madness' and 'mind boggling'.

On one post, someone was selling Prime for £111, while another in Harrogate was shifting the drink stock for £80.

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Commenting on the price of the drink, one person said: "I can't believe adults are chasing these drinks and are willing to pay these mad prices - enough is enough, people are queuing outside supermarkets for them, and are paying over £100, surely a line has to be drawn."

Meanwhile, another person added: "I can't understand this whole trend - it's mind-boggling that people can sell it at that price - but how can people be buying it at that price too?"