Available from February, Original is the latest addition to the Lucozade Alert range. The launch builds on the success of Tropical Burst and Cherry Blast flavours, which generated £1m in sales in under two months through wholesale and convenience stores ( IRI Total Market, 13 we 22nd November 2021).
As stimulation drinks is the fastest-growing soft drinks segment in recent years (IRI Total Market, 52 we 28th March 2021), Suntory Beverage & Food (SB&F) GB&I claims that new flavours are important for retailers to continue to drive excitement and provide different options for shoppers in this growing category.
Lucozade Energy Original remains a strong favourite with consumers, so bringing the flavour to the Lucozade Alert range, which is low calorie and contains naturally-sourced caffeine, is set to grow sales even further for retailers, states the firm.
Zoe Trimble, head of Lucozade at SB&F GB&I, said: “Over the past year, consumption patterns have changed, drinking occasions have evolved and we know the importance of converting these insights into action through the launch of new flavours, formats and NPD.
“We know that 75% of adults reported concerns about tiredness [SBF GB&I Category strategy insight], yet many shoppers still don’t think stimulant drinks are for them. This is why we brought Lucozade Alert to shelves last year; high in caffeine and with Vitamin B3 to help reduce tiredness. We’re delighted that we’re now combining these winning attributes with the much-loved unique taste of Lucozade Original to meet shoppers’ demand even further.”
Lucozade Alert Original will be available in 500ml £1.39 PMP and non-PMP cans. Like the rest of the range, the new flavour will be non-HFSS and should be ranged within the stimulation category in the chiller.
The launch will be supported by PR, digital and social media advertising to ensure shoppers can’t miss the brand-new cans. “Lucozade Alert Original is just the start of our 2022 plans for the Alert range – it’s going to be a big year for the brand, so make sure it’s in your chillers!”, concludes Trimble.
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