Lucozade Sport is getting a new lemon and lime flavour, exclusive to wholesalers.
Steven Hind, marketing director at Lucozade Ribena Suntory, said: “Lucozade Sport’s new lemon and lime flavour appeals to new consumers and provides a tempting alternative for existing fans. Flavour extensions are great for driving sales for customers; our last flavour launch, mango & passion fruit, was worth £3.2 million in wholesale alone in its first year of launch and almost doubled the brand’s penetration.
“Lemon and lime is a popular flavour across soft drinks, yet under-indexes within sports drinks. As this new Lucozade Sport sku is not available in grocery, stocking it gives shoppers a reason to keep returning to their local store to purchase. By bringing the highest quality and most relevant products to market, in line with consumer trends, we know we will meet the needs of retailers and their shoppers.”
The soft drinks category is worth £1.5 billion to the convenience store trade and Lucozade Sport is one of the category’s largest brands. The brand grew 2.3% compared to last year, outperforming both the sports and soft drinks categories.
Lucozade Sport is investing £6 million in the brand including celebrity endorsed adverts and a new app, Made to Move, designed to encourage the nation to get active.
The new flavour is to be sold in cases of 12 x 500ml £1 price-marked bottles.