PRIME X Edition has started to roll out in the four regions from today - UK, USA, Canada, and Australia. PRIME fans have started to flock to stores in hopes of getting their hands on four brand new 'X' themed bottles - Blue, Pink, Holo Blue and Holo Pink.

But more notable about these bottles is what the 'X' is all about - a huge treasure hunt that will lead to someone winning $1,000,000 - as well as a myriad of other prizes such as earbuds, caps and shirts.

Each bottle contains a random code under the lid and a map piece number on the inside of the bottle which, when all 12 are collected, will lead to the winner receiving the grand prize.

To help keep track of the map pieces that you acquire, PRIME launched the following web page: https://primex.drinkprime.com

There has been a countdown on that page since it was found on May 16th . The countdown was supposed to end today at 17:00 UK time - only... when it did, people started to notice that the timer had been extended by a further 5 days. What gives?

There's been no official explanation as yet as to why it has been extended given that the competition itself ends on August 1st, 2024... perhaps it's to ensure that everyone has a chance to get their hands on bottles given that of the 4 stores I visited in my local town today, only 2 had it in stock. This is just speculation though.

We will await further comment from PRIME themselves as to why this is - but in the meantime, check out some of the pics and videos from our fans of hauls they have managed to find and get in stores today!