Fan favourite Lucozade makes a permanent return
SUNTORY Beverage & Food (SBF) GB&I has announced the return of fan favourite energy drink Lucozade Energy Grafruitti.
Following a popular demand from devoted consumers, SBF has announced that the returning flavour will become a permanent addition to the Lucozade Energy line-up.
The returning variant will be back on shelves from 1 April across the convenience, wholesale and e-commerce channels in 500ml and 900ml formats. Additionally, the drink will make its comeback in a zero sugar variant.
Despite the shift to a zero sugar variant, SBF has said it has worked to carefully match the flavour from the original drink with a combination of mixed berries, citrus flavours and an exotic twist.
The re-introduction of the Grafruitti flavour reaffirm’s the Lucozade brand’s focus to deliver on innovation, says SBF, whilst also tapping into the rising demand for more nostalgic flavours, which is anticipated to be a growing trend in years to come according to the MTP Trends Framework 2026-28.
Lucozade Energy Grafruitti Zero Sugar will come with an RRP of £1.75 for a plain pack 500ml bottle, with a price-marked option available that has an on-pack price of £1.50. The 900ml format will come with an RRP of £2.
To drive up awareness for the returning flavour, SBF has said it will support Grafruitti through a £2.3million campaign that kicks off from mid-March. The social-led launch will make use of consumer quotes to tease the return of the variant in content across social media, OOH, in-store as well as through influencer activity.
Adrian O’Brien, brand director for Lucozade, said: “Lucozade Energy Grafruitti Zero Sugar is set to bring fresh excitement to our Lucozade Energy range, right on time for the peak summer season.
“Following its special edition launch in 2015, Lucozade Energy Grafruitti has had a place in the hearts of consumers across the UK. We’ve seen fans flood our consumer care teams with requests, create dedicated petitions and social media forums, refusing to give up and always hoping that we’d bring it back.
“We know there is an appetite for new flavours in the category and have seen huge success with previous launches, including Blucozade, for which 60% of sales were incremental to the category. We are confident that the return of the fan favourite Lucozade Energy Grafruitti flavour will help drive additional footfall and sales opportunities for retailers.”
