Lucozade is launching three new drinks later this month – Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush
They will join the existing Lucozade range, uniting the sub-brands together for the first time in a significant change in the brand’s marketing strategy.
The launch of Blucozade is the first time that all three Lucozade sub-brands will appear side by side in a single launch, with new drinks across function, flavour and format.
Elise Seibold, Marketing Director at Suntory Beverage & Food GB&I, commented: “Blucozade is the biggest Lucozade launch ever, and the feedback we’ve had when bringing this to consumers and retailers alike has been overwhelmingly positive.
“Uniting our Sport, Energy and Alert brands together for the first time ever is a huge step change in the way we market Lucozade, with even more to come this year. With its three different flavour profiles, we know Blucozade will appeal to different shoppers and have a big contribution to the continued success of the Lucozade brand.”
The rollout will be supported through in-store POS across wholesale and convenience, as well as a shopper-facing campaign through April.
The launch comes off the back of a strong year for the brand. Lucozade Alert is experiencing 31.4% YOY growth, while Lucozade Energy and Lucozade Sport are seeing increases of 6.5% and 17.8% in YOY value sales respectively.
