Suntory Beverage & Food (SBF) GB&I has unveiled Lucozade Sport Zero Sugar.
The low-and-no sugar segment is currently growing at 22.3% year-one-year (Nielsen) and accounts for almost 48.3% of total soft drink sales (ibid). The company has already seen success in this area with Lucozade Zero, which has seen recent growth of over 58.5% (Nielsen).
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 only 4kcal per serving and zero sugar, Lucozade Sport Zero Sugar is designed to appeal to consumers who don’t currently buy into the Lucozade Sport brand, which has seen year-on-year growth of 26.2%6 in the convenience channel (Nielsen).
Lucozade Sport Zero Sugar is the latest launch in the firm’s commitment, as part of its ‘Growing for Good’ vision, to have a positive impact on the lives of its consumers, enabling them to lead more active, healthier lifestyles. SBF GB&I started its reformulation journey 10 years ago, taking steps that have seen the business reduce sugar across its core drinks by 57%, removing 25,500 tonnes of sugar and more than 98bn calories.
Every Lucozade bottle and can is non-HFSS, meaning that it can be merchandised anywhere in store.
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.
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