Lucozade Sport is launching a new flavour exclusively to UK wholesale stores in a bid to drive sales.
The lemon and lime beverage is available in 500ml bottles at £1 as the company continues to invest in high-profile campaigns during the summer, backed with a total £6m brand investment.
The launch follows on from last month’s announcement that the Suntory-owned brand aims to tap into the functional water category with its new Fitwater variant.
Steven Hind, Lucozade Sport marketing director at Lucozade Ribena Suntory, said: “Lucozade Sport’s new lemon and lime flavour appeals to new consumers and provides a tempting alternative for existing fans.
“Flavour extensions are great for driving sales for customers; our last flavour launch, mango and passion fruit, was worth £3.2 million in wholesale alone in its first year of launch and almost doubled the brand’s penetration.
“Lemon and lime is a popular flavour across soft drinks, yet under-indexes within sports drinks. As this new Lucozade Sport SKU is not available in grocery, stocking it gives shoppers a reason to keep returning to their local store to purchase. By bringing the highest quality and most relevant products to market, in line with consumer trends, we know we will meet the needs of retailers and their shoppers.”
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