Supplier News: Lucozade bursts into stimulation drinks with Lucozade Alert launch

Content supplied by Suntory Beverage & Food GB&I:

Lucozade is bringing something brand-new to soft drinks chillers this month with the exciting launch of Lucozade Alert: a distinctive stimulation drink range.
Available from mid-September in tropical and cherry flavours, Lucozade Alert contains naturally-sourced caffeine and vitamin B3 which helps reduce tiredness without compromising on the great Lucozade taste.  
Stimulation drinks is the fastest-growing soft drinks segment in recent years , with 75%  of adults reporting concerns about tiredness. The new Lucozade Alert range responds to a clear consumer need for a stimulation drink which tastes great, is low calorie and more relevant to a wider audience. This presents a great opportunity help retailers drive maximum sales.
Lucozade Alert will be available in 500ml PMP and non-PMP cans which 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 Suntory Beverage & Food GB&I, comments:  
“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.

RRP*:  £1.39 PMP & £1.55 RRP (UK)

*Retail price is recommended only, retailers are free to set their own pricing 

[1] IRI Total Market, 52 we 28th March 2021

[1] SBF GB&I Category strategy insight