Staying alert all day long

Lucozade’s first stimulation drink

Lucozade Alert
Lucozade Alert has launched with two flavours. Both are available price-marked.

LUCOZADE has entered the stimulant category for the first time, as brand owner Suntory Beverage & Food seeks to capitalise on the category’s strong sales growth.

Lucozade Alert is available in two flavours, Tropical and Cherry, in 500ml PMP and non-PMP cans. The PMPs are price-marked at £1.39, with Suntory setting the RRP for Lucozade Alert unmarked cans at £1.55.

The four new energy SKUs are said to be low in calories and both flavours contain caffeine and vitamin B3.

Suntory is supporting the launch of Lucozade Alert through a multi-channel marketing campaign that includes PR activity, as well as digital and social media advertising.

Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I, said: “Lucozade Alert is high in caffeine with vitamin B3 for an energising boost; all with the great Lucozade taste that your shoppers know and love. We’re delighted to be bringing this new non-HFSS product to market.”

Suntory Beverage & Food UK&I also provided a retailer testimonial from Samantha Coldbeck of Wharfedale Premier in Hull, who said: “[Energy] is a huge category for us and Lucozade is a recognised and trusted brand.

“I’m looking forward to building my sales with this exciting new launch.”