From the start of January, Lucozade Energy will be moving its 380ml single SKUs to 500ml bottles only, including its Orange, Original, Apple, Cherry, Caribbean Crush and Zero Pink Lemonade flavours.
The change will also see the introduction of a price-marked variant (RRP £1.50), available for the first time in a 500ml format, which the brand claims offers better value.
Lucozade Energy 380ml bottles will still be available in multipacks, while 250ml and 330ml cans will cater to those looking for an on-the-go drink, and 900ml bottles deliver a great “drink later” option. Standard non-PMP single 380ml packs of Orange and Original flavours will still be available across Northern Ireland.
The move comes after Lucozade Energy recently saw value sales growth of 6.6% YOY in the convenience channel. By differentiating its range to focus on 500ml bottles and a 380ml multipack offer, the brand is tapping into an ongoing trend for larger pack formats within the energy segment.
Matthew Gouldsmith, Channel Director for Wholesale & Out of Home at Suntory Beverage & Food GB&I, commented: “The energy segment, and Lucozade Energy within that, are driving real demand, so it’s a great time for us to be offering more of the drink they love to shoppers. Ensuring uniformity across our range in this way helps us bring the Lucozade Energy range in line with many other standard bottled soft drink offerings.
“We know price-marked packs are a key driver for shoppers. With a £1.50 price-point, price-marked 500ml Lucozade Energy bottles offer 32% more liquid for only 20% more money. These bigger packs offer better value.”
The change will be supported in the wholesale and convenience channels through in-store POS, as well as a shopper-facing campaign highlighting the new bottle size.
NAM Implications:
- ‘With a £1.50 price-point, price-marked 500ml Lucozade Energy bottles offer 32% more liquid for only 20% more money.’
- An upfront way of taking a positive stance on shrinkflation issues for consumers…
- …while others explore skimpflation and slack-filling options!
