Lucozade extends low-cal range with addition of original flavour

Lucozade Energy has extended its portfolio of low-calorie drinks with an original flavour of Lucozade Zero.

The addition joins the orange and pink lemonade flavours that the brand, from Lucozade Ribena Suntory, launched last March.

It will allow Lucozade to provide a lower-calorie alternative to its beacon original flavour of Lucozade Energy, including, it said, ‘the same great taste’.

Since launch, Lucozade Zero has generated more than £22 million in sales, with 50% of Lucozade Zero buyers new to the category.

The latest low-calorie drink will be available from March across all channels in a 380ml price-marked pack, as well as 500ml and 1 litre bottles.

Lucozade Energy senior brand manager Charlotte Flook said: “The launch of Lucozade Zero exceeded expectations – it was the most successful soft drink launch in 2016 and Zero Original will open the range up to even more consumers, ensuring Lucozade continues to drive penetration and growth of the category in 2017 and beyond. 

“Following the initial launch of Lucozade Zero, we saw a huge demand for the original flavour to be added to the range. We have had fantastic feedback to date with more than half of consumers stating that they would purchase Lucozade Zero original. Zero original is a hotly anticipated flavour extension which taps into the rise of low- and no-calorie drinks and we are confident the product will be a huge hit and help retailers further boost their sales.”