From the start of January, Lucozade Energy will be moving its 380ml single SKUs to 500ml bottles only, including Lucozade Energy Orange and Original, the Lucozade Energy Apple, Cherry and Caribbean Crush flavours and Lucozade Zero Pink Lemonade.
The move will also see the introduction of a £1.50 price-marked variant, available for the first time in 500ml format.
The change will be supported through through in-store POS, as well as a shopper-facing campaign highlighting the new bottle size.
Lucozade Energy 380ml bottles will still be available in multipacks, while 250ml cans, 330ml cans and 900ml bottles are unaffected by the move.
By differentiating the Lucozade Energy range to focus on 500ml bottles and a 380ml multipack offer, the brand is tapping into an ongoing trend for larger pack formats within the energy segment.
Matthew Gouldsmith, Channel Director for Wholesale & Out of Home at Suntory Beverage & Food GB&I commented: “The energy segment, and Lucozade Energy within that, are driving real demand, so it’s a great time for us to be offering more of the drink they love to shoppers. Ensuring uniformity across our range in this way helps us bring the Lucozade Energy range in line with many other standard bottled soft drink offerings.
“We know price-marked packs are a key driver for shoppers. With a £1.50 price-point, price-marked 500ml Lucozade Energy bottles offer 32% more liquid for only 20% more money. These bigger packs offer better value.”
