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Lucozade debuts three new flavours in triple blue launch
FoodBev Media

FoodBev Media

9 February 2024

Lucozade debuts three new flavours in triple blue launch

Soft drinks giant Suntory is making waves in the beverage market with the launch of three new drinks under its Lucozade brand. Scheduled for release at the end of February, Lucozade Sport Blue Force, Lucozade Energy Blue Burst and Lucozade Alert Blue Rush are positioned to expand the brand's existing range in a strategic shift in its marketing approach. The introduction of 'Blucozade' marks the first occasion where all three Lucozade sub-brands will debut together, offering a diverse range of new drinks spanning function, flavour and format. The brand says this cross-category move aims to inject vibrancy into retailers' chillers and ignite consumer excitement. The decision to unveil Blucozade follows a stellar year for Lucozade, with the sport and energy drink segments outperforming the broader soft drinks category. Notably, Lucozade Alert has experienced remarkable year-on-year growth of 31.4%, while Lucozade Energy and Lucozade Sport have also seen robust increases in value sales. Elise Seibold, marketing director at Suntory Beverage & Food GB&I, commented: “Blucozade is the biggest Lucozade launch ever, and the feedback we’ve had when bringing this to consumers and retailers alike has been overwhelmingly positive. Uniting our Sport, Energy and Alert brands together for the first time ever is a huge step change in the way we market Lucozade, with even more to come this year.” The Blucozade range taps into consumers' desire for excitement and novelty in their soft drink choices. As shoppers increasingly seek appealing flavours, Lucozade is well-positioned to capitalise on this trend with the introduction of three uniquely flavoured drinks alongside its existing portfolio. Each Blucozade variant boasts its own distinct flavour profile, inviting consumers to explore and discover their preferences. The Blucozade pack formats include Lucozade Alert Blue Rush in both standard and £1 price-marked can formats; Lucozade Energy Blu Burst in bottle sizes ranging from 500ml to 900ml; and Lucozade Sport Blue Force available in 500ml bottles and a four-bottle multipack format.

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