Lucozade Sport joins functional water trend with Fitwater

Lucozade Sport aims to tap into the growing functional water category with the launch of Fitwater in the UK.

Suntory Group-owned Lucozade estimates that water accounts for 14% of Great Britain’s soft drinks market, with functional water the fastest-growing segment.

Available on shelves from August, the launch will be supported by a £3 million media spend across outdoor, experiential and social media.

Lucozade Sport senior marketing manager Claire Higgins said: “Fitwater combines the best of both worlds – Lucozade Sport’s longstanding history and instant recognition on shelf, alongside Lucozade Ribena Suntory’s impressive credentials for delivering new product development that’s in line with consumer trends.

“Fitwater can be trusted to pique the interest of existing Lucozade Sport consumers while also appealing to new drinkers.”

Jon Evans, marketing and business development director at Lucozade Ribena Suntory, said: “The launch of Fitwater is another example of Lucozade Ribena Suntory delivering on our health and well-being plan.

“We pledged to introduce healthier drinks and encourage more active lifestyles and we’re delighted to launch Fitwater, a brand that meets these objectives perfectly.”

Fitwater will be available in 600ml bottles with a retail price of £0.89.