Lucozade Sport is collaborating with England football star Jude Bellingham to launch a new variant called Ice Kick.
With citrus flavours, the sports drink features Bellingham on the front of pack to drive stand-out in the chiller and appeal to football fans.
Significant marketing investment putting Bellingham front and centre is expected to help drive sales for retailers, including video content on both Lucozade Sport’s and Bellingham’s social channels to engage with football fans and shoppers directly.
Lucozade Sport Ice Kick will be available in both standard (RRP: £1.75) and £1.50 price-marked 500ml bottles as well as 4x500ml multipacks (RRP: £4.00) from early this month. The launch will be supported by a suite of POS across wholesale and convenience.
Tom Bell, Marketing Director at Suntory Beverage & Food GB&I (SBF GB&I) commented: “We have loved working closely with Jude to bring this icy new team member to chillers this season. This refreshing new addition to Lucozade Sport’s range is set to be a huge hit with shoppers and football fans, and our proven track record of launching new flavours with our sports stars means we’re confident that retailers will see it kick off an unbeatable summer of sales!”
