Lucozade Energy, the UK’s number one energy brand (IRI MarketPlace, Brand, Energy Segment, latest 52 week data ending 20.11.16), is extending its Lucozade Zero portfolio with the launch of Lucozade Zero Original.

The low-calorie drink will be available from March 2017 in a 380ml PMP as well as a 500ml and 1l bottle.

Lucozade Zero Original was the most-requested flavour by consumers, according to the firm, and it joins the Orange and Pink Lemonade variants. The Zero range was the biggest soft drinks launch of last year and generated more than £22m in sales to date (IRI Marketplace, UK, YTD to 25.12.16), while 50% of Lucozade Zero buyers are new to the category (IRI MarketPlace, 52 w/e 20.11.16).

The extension of the range taps into the increasing popularity of low and no calorie drinks, which are growing faster than the soft drinks category (IRI MarketPlace, UK, latest 52 week data ending 20.11.16).

Charlotte Flook, senior brand manager for Lucozade Energy, said: “The launch of Lucozade Zero exceeded expectations – it was the most successful soft drink launch in 2016 and Zero Original will open the range up to even more consumers, ensuring Lucozade continues to drive penetration and growth of the category in 2017 and beyond.

“Following the initial launch of Lucozade Zero, we saw a huge demand for the Original flavour to be added to the range. We have had fantastic feedback to date with more than half of consumers stating that they would purchase Lucozade Zero Original (Concept & Product test, n=200, September 2016). Zero Original is a hotly-anticipated flavour extension which taps into the rise of low and no calorie drinks and we are confident the product will be a huge hit and help retailers further boost their sales.”