Lucozade has launched a new sub-brand intended to bring a different set of shoppers to the energy category.
Lucozade Revive, ready to order now, is a lightly sparkling, naturally flavoured fruit-based drink, offered in two flavours – Lemon & Lime and Orange & Passionfruit.
It is available in cases of 12 x 380ml recyclable bottles (RSP £1.49 or £1.25 PMP) and 4 x 380ml multipacks (RSP £4, cases of six).
The launch will be heavily supported during 2020 through a significant marketing campaign including in-store POS materials, sampling and targeted out-of-home advertising.
With strong natural credentials, Lucozade Revive is designed to combat some of the barriers perceived when it comes to buying into the energy category. It has natural fruit flavours and no artificial colours, and contains vitamins B3, B5, B6 & B12 to help reduce tiredness. It is sweetened with a balance of stevia, and sugar (4.3g sugar per 100ml).
Lucozade Revive is designed to sit within the Energy category in the chiller away from Everyday Energy and Stimulation but alongside ‘better for you’ energy drinks like iced tea, iced coffee and Emerging Energy drinks. The sub-brand is aimed at shoppers who don’t buy into the energy drinks category – 59% of the UK population – yet are looking for a naturally inspired uplift during their day.
Zoe Trimble, Head of Marketing at Lucozade, said: “We know some shoppers don’t buy into the broader energy category for different reasons – some are put off by the taste of some brands, others are worried about health, and some simply don’t like the brand positioning of some drinks. Lucozade Revive is designed to combat those barriers and help bring in new or lapsed energy shoppers.”
For more information, retailers should call Lucozade Ribena Suntory on 08702 408601 or visit www.lrsuntory.com.
