Lucozade Energy has reformulated its Original and Orange flavours after 18 months of research and development, and input from 6,500 consumers.
Available now, the new recipes are “zingier” on the palate, with a bolder taste for the Original flavour and a more citrusy note for Orange.
Marketing plans, set to be unveiled in the coming weeks, will work to bring in new consumers to trial Lucozade Energy and help drive retailer sales.
The move is part of SBF GB&I’s Core Brand Innovation (CBI) programme, an approach to growing brands created by its global parent company Suntory which has found success in Japan and Europe. The process involves continual prototyping and testing, putting the consumer at the heart of the insight and solution.
The Orange and Original flavours are also getting a fresh pack design that reveals more of the contents to shoppers, creating greater appeal by allowing for more taste, flavour and refreshment cues.
The consumer research revealed that the new-look sleeves help increase purchase intent among shoppers, as well as making them more likely to spot the new bottle design on shelves.
Zoe Trimble, Head of Lucozade Energy, SBF GB&I commented: “The goal is to better understand the lives of our consumers, what they’re looking for and what drives their decision making, so we can adapt our brands to meet their needs – delivering a win for our consumers and our customers.
“We are excited to be launching this new taste and look for Lucozade Energy Original and Orange and are confident the bold new flavours and design will help us reach even more shoppers.”
The changes are effective across all Lucozade Energy Orange and Lucozade Energy Original 380ml, 500ml and 900ml bottles for individual sale and inclusion in multipacks.
The packaging changes will roll out across bottles for the remaining Lucozade Energy flavours in the coming months.
