Lucozade Ribena Suntory has launched a new sub-brand designed to bring a new audience to the energy category.
Whilst designed to sit within the energy category, Lucozade Revive reportedly carries a ‘better-for-you’ label.
As a result, the new brand targets shoppers who don’t buy into the energy drinks category, yet are looking for a naturally inspired uplift during their day.
Natasha Baranowski, Lucozade Revive senior brand manager, said: “Lucozade Revive offers a different type of energy for shoppers. It’s not a boost or a buzz, it’s a naturally inspired uplift that makes drinkers feel revitalised and back in the groove.”
Described as a lightly sparkling, naturally flavoured fruit-based drink, Lucozade Revive is sweetened with a balance of stevia and sugar (containing 4.3g sugar per 100ml).
Available in two flavours, Lemon & Lime, and Orange & Passionfruit, the drink contains vitamins B3, B5, B6 and B12 to help reduce tiredness.
Zoe Trimble, head of marketing at Lucozade, said: “Lucozade Revive reflects the switch we are seeing as shoppers are looking more and more for an ‘everyday’ lift that carries credible wellness credentials.
“We know some shoppers don’t buy into the broader energy category for different reasons – some are put off by the taste of some brands, others are worried about health, and some simply don’t like the brand positioning of some drinks. Lucozade Revive is designed to combat those barriers and help bring in new or lapsed energy shoppers.”
Lucozade Revive is available now for an RRP of £1.49 or £1.25 for price-marked packs, or £4 for a pack of four.
Earlier this month, Suntory Beverage & Food invested £13 million to install a new production line at the Lucozade Ribena Suntory production site in Coleford.
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