Sports drink brand Lucozade Sport has launched a new Zero Sugar variant to tap into the low-and-no sugar segment, which is currently growing at 22.3% year-on-year.
Available in Orange & Peach and Raspberry & Passion Fruit flavours, Lucozade Sport Zero Sugar is designed specifically for those taking part in sporting activities. It contains sodium and Vitamin B3 to help reduce tiredness and is available in 500ml bottles and 4x500ml multipack formats.
Containing 4kcal per serving and zero sugar, the Zero Sugar variant is designed to appeal to consumers who don’t currently buy into the Lucozade Sport brand. The brand noted that sports drink shoppers are incredibly loyal, with the market experiencing strong growth, with year-on-year sales up 29.3%.
Tom Bell, Head of Marketing for Lucozade Sport at Suntory Beverage & Food GB&I (SBF GB&I) said: “As the nation’s favourite sports drink, we are excited to bring a new offering from Lucozade Sport. We know that more and more people are living an active lifestyle and hydration is a key need in this moment. This spring, we are launching a thirst-quenching zero sugar fitness drink containing sodium and Vitamin B3 that tastes great. We can’t wait for people to try it.”
The launch of Lucozade Sport Zero Sugar will be supported by an ATL campaign from April, as well as PR, digital and social media advertising.
