Lucozade Energy is getting ready for the summer months with the launch of a new Watermelon & Strawberry Cooler flavoured drink.
Available now in 1ltr, 500ml and 380ml price-marked packs (£1.99, £1.35 and £1.09 or 2 for £2 respectively), the variant is the newest addition to the Lucozade Energy range and joins existing flavours Caribbean Crush, Wild Cherry, Brazilian, Pink Lemonade and Apple Blast.
The 380ml PMPs are available in cases of 12 to help retailers manage their range and encourage trial of the new flavour. The launch of Watermelon & Strawberry Cooler will be supported by a £2m advertising campaign including outdoor, digital and shopper-facing ads.
Bridget Hirst, brand manager for Lucozade Energy, said: “We know consumers love the Watermelon & Strawberry Cooler. More than one-in-two adults told us that they will buy it; within that, it has really strong appeal with 18-35-year-olds and those who don’t currently buy the brand (Lucozade Energy concept screening test - 1444 Sample Size - August 2018 - Engage Research).
“New flavours are key for driving growth for the brand, with 30% of new shoppers first coming in to the brand through our flavours range and 45% of repeat buyers also shopping the range. Retailers should aim to stock each flavour to ensure everyone can find what they are looking for (Kantar Worldpanel 52 w/e 24.02.19, Take Home Panel).”
Hirst added: “This combination of popular summer flavours in our brand-new packaging, alongside the £13m value growth on the flavours range in the last year, demonstrates both the consumer demand for Lucozade Energy flavours and the incremental sales opportunity for retailers with the brand-new addition of Watermelon & Strawberry Cooler (IRI, Market Place GB, Latest 52 w/e 24.02.19 vs 52 w/e 25.02.18).’’
Watch the product’s launch video below, featuring Londis retailer Atul Sodha.