Suntory Beverage & Food (SBF) GB&I is hoping to attract new shoppers to Lucozade Alert by venturing into the sugar free segment with its latest launch.
Lucozade Alert Zero Sugar Mango Peachade comes in 500ml cans, including a £1 price-marked variant. The new line joins the existing Lucozade Alert range of Cherry Blast, Original and Tropical Burst flavours. The launch will be supported by in-store activation, a video-on-demand and a sampling campaign through October.
Within energy, stimulation has been the strongest performing segment over the last five years, making up 80% of the category (Nielsen).
Less than 15% of stimulation value sales within the take home market currently come from zero-sugar drinks (Kantar); however, zero-sugar drinks are driving category growth with more than 30% of stimulation category growth (ibid), clams the firm.
Lucozade Alert has seen year-on-year growth of 64.5% and is now worth more than £11.2M (Nielsen).
Senior brand manager Tom Etherington says: “We are very excited to be bringing this incredible tasting new zero-sugar Lucozade Alert flavour to market, with a £1 price-marked variant to help retailers drive even more sales. Lucozade Alert has more than doubled its retail sales value in the last eight months, demonstrating the momentum behind the brand from retailers and shoppers.
“Given the continued growth of the stimulation segment, increasing shopper desire for more low- or no-sugar options and a bold new flavour from the trusted Lucozade brand name, Alert Zero Sugar will be an important addition to any chiller.”
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