Más+ By Messi, the hydration drink co-launched by footballer Lionel Messi and Mark Anthony Brands in 2024, has been withdrawn from sale barely a year after landing in the UK.
Más+ By Messi made its debut in the UK in March 2025 via a tie up with Spar stores but has since been withdrawn entirely. The UK website for the brand has been shut down and products are listed as unavailable on Amazon and in Tesco.
Mark Anthony Brands confirmed the decision to phase out Más+ By Messi had been taken at the start of 2026.
“When we launched Más+ By Messi, we went all-in on our belief in creating a next-generation sports hydration beverage,” said Phil Rosse, CEO of the Mark Anthony Group. “Many great milestones were achieved. However, despite our best efforts, we did not achieve all of our objectives.
“Consequently, after careful review and discussion with the Lionel Messi team, we made the decision back in January 2026 to phase out Más+ By Messi. We extend our sincere gratitude to Lionel Messi and his team for their assistance, passion, and unwavering support throughout the project’s inception.”
Más+ By Messi was billed as a “first-of-its-kind everyday hydration drink” and initially debuted in the US in June 2024.
The drink contained a mix of electrolytes, vitamins and minerals, alongside no artificial colours, sweeteners or caffeine.
The brand drew comparisons with KSI and Logan Paul-backed sports hydration drink Prime, and even drew a legal challenge from the Congo Brands-owned soft drink over alleged trademark violations.
Prime’s star has since waned, with sales falling 79.5% to just £15.0m last year [NIQ 52 w/e 6 September 2025].
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