Lucozade builds on energy drinks range
SUNTORY Beverage & Food (SBF) GB&I has expanded on its Lucozade Alert energy drink range with the addition of two new fruity flavours to its line-up.
Coming in 250ml cans, Lucozade Alert Ultimate Energy and Lucozade Alert Mango Peachade are set to roll out across retail from August coming in both plain and price-marked packs. RRP for the range comes at £1 per can with the PMP variant set at 75p.
Lucozade Alert Ultimate Energy offers a guarana flavoured energy drink to the brand’s range, marking a brand-new flavour for the brand.
Meanwhile, the Mango Peachade Zero flavour comes to the smaller 250ml format for the first time after the larger 500ml can rolled out to the range last year.
Suntory said these two new launches have been specially developed to attract new shoppers to the category by bringing the right taste in the right format to retailers’ chillers.
The launch will be supported with a significant media investment which includes OOH advertising, social media activity, consumers sampling opportunities as well as in-store activations to help ensure that consumers don’t miss the new cans on shelf.
Aoife McGuigan, head of category expansion at SBF GB&I, said: “We’re investing in the Lucozade Alert range to bring the right formats and the right flavours to market and drive even more sales for retailers this year.
“This research shows us there is strong demand for smaller cans in the category, with 31% of stimulation drinks now sold in 250ml cans.
“We also know they’re especially popular with shoppers over 25 years old, so can help retailers unlock new shopper demographics.
“Our dynamic duo of 250ml cans is certainly set to be a hit with new shoppers looking for a high caffeine stimulation drink, so retailers should tock up now to see sales grow.”
