Lucozade Alert is rolling out two flavours across the market in August with the introduction of Lucozade Alert Ultimate Energy and Lucozade Alert Zero Sugar Mango Peachade, both available in 250ml cans. Lucozade Alert Ultimate Energy, in a great-tasting guarana flavour, is a brand-new flavour addition to the Alert range; the Mango Peachade Zero 250ml can brings this zero-sugar flavour to a smaller format.
These two launches have been specially developed to attract new shoppers to the category by bringing the right taste in the right format to retailers’ chillers. When surveyed, half of stimulation drink shoppers said they’d prefer a smaller can , highlighting the consumer demand for this more permissible format and the importance of having a range of format options in the chiller to suit all preferences and occasions within the category.
Lucozade Alert Zero Sugar Mango Peachade in the 250ml can will provide an even more permissible option for shoppers looking for lower-sugar alternatives in the stimulation drinks category but in a smaller format. In fact, zero-sugar stimulation drinks are growing by 26 per cent, meaning there is a real growth potential for retailers stocking the cans.
“We’re investing in the Lucozade Alert range to bring the right formats and the right flavours to market and drive even more sales for retailers this year," said Aoife McGuigan, Head of Category Expansion Suntory Beverage & Food GB&I (SBF GB&I). "The research shows us there is strong demand for smaller cans in the category, with 31 per cent of stimulation drinks now sold in 250ml cans. We also know they’re especially popular with shoppers over 25 years old, so can help retailers to unlock new shopper demographics. Our dynamic duo of 250ml cans is certainly set to be a hit with new shoppers looking for a high caffeine stimulation drink, so retailers should stock up now to see sales grow!”
The Lucozade Alert range offers consumers a high caffeine drink with vitamin B3 to help reduce tiredness. The Lucozade brand has recently introduced its new Masterbrand platform “Bring the Energy” which is all about how Lucozade helps people to rise to the challenge and to move with energy in the moments that matter to them. This new platform also continues to unite its three key drinks - Lucozade Energy, Lucozade Sport and Lucozade Alert – bringing that infectious Lucozade energy to shoppers across the nation.
Lucozade Alert Ultimate Energy and Mango Peachade Zero Sugar 250ml cans will be available from August at an RRP of £1 each and Price-Marked Pack (PMP) £0.75p. The launch will also be supported by a significant media investment incorporating OOH advertising, social activity, consumer sampling and in-store activation to ensure the cans are unmissable to shoppers.
