Lucozade Alert is launching its new Ultimate Energy flavour in August and introducing its Zero Sugar Mango Peachade in a smaller format.
Both available in 250ml cans at a RRP of £1 and PMP 75p.
The two launches have been developed to attract new shoppers to the category by bringing the “right taste in the right format” to retailers’ chillers.
When surveyed, half of stimulation drink shoppers said they’d prefer a smaller can, highlighting the consumer demand for this more permissible format and the importance of having a range of format options in the chiller to suit all preferences and occasions within the category.
Lucozade said the new format for Zero Sugar Mango Peachade will provide ”an even more permissible option for shoppers looking for lower-sugar alternatives in the stimulation drinks category but in a smaller format”.
Zero-sugar stimulation drinks are growing by 26%, according to Nielsen, “meaning there is a real growth potential for retailers stocking the cans,” said the brand.
Aoife McGuigan head of category expansion for Suntory Beverage & Food 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. The 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 to 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 stock up now to see sales grow!”
The Lucozade Alert range offers consumers a high caffeine drink with vitamin B3 to help reduce tiredness.
Recently, Lucozade has introduced its new masterbrand platform ‘Bring the Energy’ which is all about how Lucozade helps people to rise to the challenge and to move with energy in the moments that matter to them.
The launch will be supported by media investment incorporating OOH advertising, social activity, consumer sampling and in-store activation to ensure the cans are unmissable to shoppers.
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