Lionel Messi, the football legend who etched his name in history with Argentina’s World Cup victory, is now taking on a new challenge — the hydration drink market.
With his new brand, Mas+, hitting shelves in the UK, Messi aims to compete with other sports drink moguls like Cristiano Ronaldo and KSI, but his launch has been anything but smooth.
From legal clashes to sticker-shocking prices, here’s everything you need to know about Messi’s bold business move.
Messi's rival product has quietly started popping up in B&M ahead of its official UK launch next week.
A legal battle has erupted between Mark Anthony, owner of popular beverage brands like White Claw, and Prime Hydration, founded by Logan Paul and KSI. The dispute centers around the alleged trade dress infringement of Prime Hydration’s packaging by Messi’s MÁS+ BY MESSI hydration drink.
Fans have voiced outrage over the £4 price tag on Lionel Messi's new Mas+ hydration drink.
One of the more surprising elements of Messi’s new drink is its hefty price tag. Priced at £4 per bottle, many customers have voiced their shock on social media, questioning whether the drink is worth the money.
"£4 is a madness. Messi lost his mind," one user said. Another chimed in, "£4???!?? You're having a laugh!" Even more outspoken reactions included, "I can hear my Grandad saying 'how much'. £4 is ridiculous."
While the price might be a turn-off for some, others have defended the premium pricing, arguing that Messi’s global brand and high-quality ingredients may justify the cost.
Mas+ isn’t just another sports drink. It promises to deliver "positive hydration" with a unique formula. Messi himself shared his inspiration behind the product, saying:
"I wanted a drink that had the ingredients I need and amazing flavor. No compromise on quality ingredients. So I went to work on a drink of my own."
Mas+ contains just 1g of sugar and 10 calories per 500ml bottle, with no artificial sweeteners or colors. The drink also boasts a blend of electrolytes, vitamins, and minerals that rapidly absorb into the body, keeping consumers hydrated throughout the day.
According to Jeremy Kanter, Global Chief Marketing Officer for Más+ by Messi, "With Leo, we've achieved something almost unbelievable: a delicious tasting drink that has just 1g of sugar, 10 calories per 500ml bottle, and no artificial sweeteners or colours."
Mas+ is designed to reflect Messi's legacy, with each flavor representing significant moments in his career. The four varieties available include:
These flavors aim to offer a delicious yet nutritious drink option, in stark contrast to other heavily marketed, sugar-laden alternatives.
As Mas+ prepares for its full UK rollout next month, the question remains: Will Messi’s drink have the same cult following that Prime did in 2022? Prime's launch created absolute chaos, with scenes of fans climbing shelves and scrambling for bottles at stores like Aldi.
But Messi's brand, which is now appearing on the shelves of B&M, has yet to generate the same level of frenzy. Whether or not it will achieve similar success remains to be seen.
However, Mas+ is not only making waves in the UK. Having already launched in the US, the brand is preparing to expand its reach further, tapping into a global market that has increasingly prioritized hydration and wellness products.
A legal battle has erupted between Mark Anthony, owner of popular beverage brands like White Claw, and Prime Hydration, founded by Logan Paul and KSI. The dispute centers around the alleged trade dress infringement of Prime Hydration’s packaging by Messi’s MÁS+ BY MESSI hydration drink.
What is Trade Dress?
Trade dress refers to the visual appearance of a product that identifies its source, including design, packaging, and logos. For trade dress to be protected, it must be distinctive and non-functional, meaning it does not affect product performance or cost.
The Allegations
Mark Anthony's complaint claims Prime Hydration is threatening legal action, accusing MÁS+ BY MESSI of copying its distinctive packaging. Prime Hydration alleges similarities in design elements like brightly colored labels, matching caps, and an electrolyte droplet symbol.
In response, Mark Anthony seeks a declaratory judgment to clarify its product is lawful and non-infringing, allowing it to continue sales without the threat of a lawsuit.
Prime Hydration’s Counterclaims
Prime Hydration counters, asserting its packaging has gained distinctiveness and fame since 2022.
It argues that MÁS+ BY MESSI’s design causes consumer confusion and dilution, also accusing Mark Anthony of trademark infringement and unfair competition due to similar marketing phrases like "Positive Hydration" and "Replenish, Refresh, Revive."
Key Legal Issues
Mark Anthony will argue that Prime’s trade dress is not distinctive or non-functional, focusing on differences in brand names, logos, and celebrity endorsements. Prime must prove its design is iconic and not generic, presenting challenges for both sides in this high-stakes case.
In response, Mas+ filed a countersuit, hoping to establish that Messi’s drink was distinct and original. The two companies are currently embroiled in legal action, with Prime seeking to block Messi’s product over design similarities and consumer confusion.
