Lucozade Alert has announced a collaboration with Lucozade athlete and brand ambassador Anthony Joshua, which includes the launch of a new limited-edition Mango Peachade Zero Sugar variant.
Lucozade Alert Mango Peachade Zero Sugar 250ml and 500ml feature the boxer on the front of the can. The launch will be supported by a marketing investment, including a social campaign across the year that features Joshua and in-store POS.
The brand noted that its latest 250ml format offers shoppers an option for those looking for lower-sugar alternatives in the stimulation drinks category but in a smaller format.
Aoife McGuigan, Head of Category Expansion Suntory Beverage & Food GB&I (SBF GB&I), said: “We are so excited to be launching Lucozade Alert’s first-ever collaboration with Anthony Joshua. This limited-edition energy drink is set to create a real buzz with boxing fans and shoppers alike, to help drive a knock-out season of sales for our retailers and keep consumers coming back for more. With this exclusive partnership, we’re taking Lucozade Mango Peachade to the next level.”
Joshua added: “Partnering with Lucozade on this incredible new drink was a no-brainer for me. Staying sharp and energised is at the heart of everything I do, and now with my very own Lucozade Alert flavour hitting the shelves, I get to share that drive with everyone. This isn’t just any drink – it has a fantastic taste, zero sugar and is sure to help give you that boost when you need it most.”
