Aussie company behind Logan Paul and KSI's Prime drinks brand collapses

By CAITLIN POWELL - NEWS REPORTER Published: 00:35, 11 July 2026 | Updated: 00:38, 11 July 2026 The Australian branch of the company behind Prime drinks, founded by social media influencers Logan Paul and KSI, has fallen into administration.  Melbourne-based Congo Brands Australia was behind the rollout of the colourful energy and hydration drinks across the country after its launch in 2022. On Tuesday, administrator Alice Fay Ruhe of The Ruhe Group was appointed to Congo Brands Australia, according to records lodged with the Australian Securities and Investments Commission (ASIC).  In its latest financial report, lodged in September last year, the company noted sales had fallen to $14.5million from $31million a year earlier, news.com.au reported. It also recorded a net loss of $1.42million for the 2024 financial year, with debts of $7.92million and cash reserves of just $84,855. The report also said the company, which is controlled by Congo's US-based global holding business, reduced its inventory holdings from $28.9million to $1.7million between 2023 and 2024. This included a $4.57million write-down of stock.  The Australian branch of the company behind Prime drinks, founded by social media influencers Logan Paul and KSI , has fallen into administration Melbourne-based Congo Brands Australia was behind the rollout of the colourful energy and hydration drinks across the country after its launch in 2022 It is understood packaging company Orora Group filed an application in the Federal Court seeking to wind up Congo Brands Australia in June.  The Daily Mail has contacted Congo Brands and the Ruhe Group for comment. One of the two products - Prime Energy - is sold in a range of flavours and was once described by celebrity chef Gordon Ramsay as tasting like 'perfume'. It contains 200mg of caffeine in every 335ml can and is banned by the Food Standards Australia New Zealand (FSANZ) as the maximum amount of caffeine allowed in a drink is 32mg per 100ml in Australia. The drink also carries a warning advising it is not suitable for people under 18.  The brand also offers a caffeine-free 'hydration' sports version of Prime, which has a warning that it is not suitable for children under 15. In 2023, a number of school principals across Australia banned Prime Hydration from their campuses.  One example was Harvey Primary School, about 140km south of Perth, which informed parents via social media in March 2023 that the drink had been banned on school grounds.  'Students are not to bring these drinks to school or consume these drinks on school grounds during school hours,' it said.