Lucozade Alert will introduce two new variants in August – Ultimate Energy and Zero Sugar Mango Peachade – both available in 250ml cans.
Ultimate Energy is a guarana flavour and a new addition to the Alert range, while the Mango Peachade Zero 250ml can brings the existing zero-sugar flavour to a smaller format.
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. The brand pointed to a survey that found half of stimulation drink shoppers 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.
Aoife McGuigan, Head of Category Expansion Suntory Beverage & Food GB&I (SBF 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!”
Lucozade Alert Ultimate Energy and Mango Peachade Zero Sugar 250ml cans will be rolling out next month at an RRP of £1 each, with a 75p Price-Marked Pack (PMP) also available. The launch will be supported by a media investment incorporating OOH advertising, social activity, consumer sampling and in-store activation.
