Lucozade turns blue with Blucozade

Lucozade is turning blue with the launch of three new drinks - Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush.

Available from later this month, this is the first time all three Lucozade sub-brands are appearing side by side in a single launch, with new drinks across function, flavour and format. Each of the three drinks in the Blucozade range is uniquely flavoured, leaving it up to shoppers to discern the flavour of the new products.

Suntory Beverage & Food GB&I hopes the introduction of Blucozade presents a key opportunity for retailers to brand block Blucozade, strategically showcasing the NPD and creating an eye-catching display for shoppers.

Marketing director at Suntory Beverage & Food GB&I Elise Seibold said: “Blucozade is the biggest Lucozade launch ever, and the feedback we’ve had when bringing this to consumers and retailers alike has been overwhelmingly positive. Uniting our Sport, Energy and Alert brands together for the first time ever is a huge step change in the way we market Lucozade, with even more to come this year. With its three different flavour profiles, we know Blucozade will appeal to different shoppers and have a big contribution to the continued success of the Lucozade brand.”