Lucozade is tapping into the stimulation drinks sub-category with a new range. Available in tropical and cherry flavours, low calorie Lucozade Alert contains naturally-sourced caffeine and vitamin B3, which helps reduce tiredness.
Stimulation drinks is the fastest-growing soft drinks segment in recent years (IRI Total Market, 52 we 28th March 2021) and Suntory Beverage & Food (SB&F) GB&I claims that 75% of adults report concerns about tiredness.
Lucozade Alert will be available in 500ml £1.39 PMP cans and non-PMP cans (rrp £1.55). The firm says the drink should be ranged within retailers’ current stimulation category in the chiller, away from Lucozade Energy as a unique proposition that caters to a different consumption need.
Zoe Trimble, head of Lucozade Energy at SBF GB&I, said: “Lucozade Alert is high in caffeine with Vitamin B3 for an energising boost; all with the great Lucozade taste that your shoppers know and love. We’re delighted to be bringing this new non-HFSS product to market.”
Samantha Coldbeck of Wharfedale Premier in Hull, said: “I was very pleased to hear Lucozade was entering the stimulant drink market. This is a huge category for us and Lucozade is a recognised and trusted brand. I’m looking forward to building my sales with this exciting new launch.”
The launch of Lucozade Alert will be supported by a heavy weight through-the-line marketing campaign including PR, digital and social media advertising.