Lucozade Alert is capitalising on the year-on-year growth of 64.5% that has helped make the brand worth more than £11.2m by extending its three-strong range with the launch of its first zero-sugar variant.
Lucozade Alert Zero Sugar Mango Peachade is available through wholesale for convenience retailers this month in 500ml cans, including a £1 price-marked option.
The new line is the brand’s first move into the zero-sugar energy segment, which is currently experiencing 24.3% growth. Within energy, stimulation has been the strongest performing segment over the last five years, making up 80% of the category and worth £345m in the convenience channel in the last year.
Lucozade Alert Zero Sugar joins the existing Lucozade Alert range of Cherry Blast, Original and Tropical Burst flavours. The new drink is designed to attract new shoppers and help grow the stimulation category. Less than 15% of stimulation value sales currently come from zero-sugar drinks; however, zero-sugar drinks are driving category growth with more than 30% of stimulation category growth.
Tom Etherington, Senior Brand Manager, Lucozade Alert at Suntory Beverage & Good GB&I (SBF GB&I) said: “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.”
The launch will be supported by in-store activation, video-on-demand, and a sampling campaign through October.
