Lucozade extends vitamin-added stimulant range

FMCG

Lucozade has added the famous ‘Original’ flavour to its successful Alert range, which has generated £1 million in sales in under two months.

Lucozade Energy Original remains a strong favourite with consumers and parent company Suntory hopes that bringing it to the Alert range will grow sales even further for retailers.

The low-calorie Lucozade Alert range contains naturally-sourced caffeine as well as added vitamins, meeting consumer demand for stimulation drinks head-on.

READ MORE: Lucozade Sport to save 101 tonnes of plastic with new sustainable sleeve

“Over the past year, consumption patterns have changed, drinking occasions have evolved and we know the importance of converting these insights into action through the launch of new flavours, formats and NPD,” said head of Lucozade at Suntory Beverage & Food GB&I Zoe Trimble.

“We know that 75% of adults reported concerns about tiredness, yet many shoppers still don’t think stimulant drinks are for them,” she continued.

“This is why we brought Lucozade Alert to shelves last year; high in caffeine and with Vitamin B3 to help reduce tiredness.

“We’re delighted that we’re now combining these winning attributes with the much-loved unique taste of Lucozade Original to meet shoppers’ demand even further.”

The new flavour will be available in 500ml PMP (£1.39) and non-PMP (£1.55) cans from February and is non-HFSS. The launch will be supported by a through-the-line marketing campaign PR, digital and social media advertising.

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