An energy drink created by YouTube stars KSI and Logan Paul is being sold for £15 a bottle after selling out in supermarkets.
Teenagers have been rushing to buy Prime Hydration for the recommended retail price of £2 within minutes of being restocked at Asda supermarkets, which is one of the only places that officially sell the drink alongside Arsenal’s Emirates Stadium.
One corner shop in Worcester is capitalising on the demand by selling bottles for £8 each, instead of the recommended retail price, with some customers even paying £15 a unit.
Schoolchildren have been queuing outside Nisa Local, in Brickfields, hoping to get their hands on the drink.
Shopkeeper Ameer Khan, 21, said he was seeing dozens flying off the shelves within minutes of being restocked.
He said: "Nobody has complained about the price, one person asked me to put one behind the counter and paid £15 for it.
"One person bought two crates for £80.
"People leave their phone numbers with me so I can let them know we have some in stock.
"This morning, I had two crates delivered and in less than four hours we've sold 22 bottles for £8.
"My boss came in with a third crate from another one of his stores otherwise we would've sold out before midday."
Customers are only allowed to buy two drinks per visit due to the drink's popularity.
The shop has even had to remove it from the fridges as children block the aisles gathering around to grab one.
Khan said some dads keep coming in to buy bottles, with one visiting the store every hour to check if they're available.
Demand for the drink is being fuelled by the influencers turned boxing rivals' popularity, with the two sharing over 50 million subscribers between them.
KSI and Paul say they intend to "rival some of the biggest companies on Earth" such as Pepsi, Coke, Gatorade, and Powerade.
KSI, real name Olajide Olayinka Williams "JJ" Olatunji, spoke about the celebrity-endorsed drink in an episode of The Fellas podcast where he reacted to its popularity and explained why it is so hard to find.
"It’s always sold out, man. Honestly, people are selling it on the black market." he added.