Lucozade Ribena Suntory Limited is adding Reduced Sugar Tropical Fusion to its Lucozade Energy portfolio. Available now, the new variant delivers the same taste as the Lucozade Energy core range, but contains half the amount of sugar.
Lucozade Energy Reduced Sugar Tropical Fusion is a blend of pineapple and kiwi fruit, a flavour combination that builds on the trend for tropical flavours.
It follows the launch earlier this year of Lucozade Energy Grafruitti. This combination of mixed berries and citrus flavours is the best performing NPD in the sport and energy category for 2015 and has delivered £6m sales for retailers in seven months.
Available in 380ml, 500ml, six-pack and one-litre formats, the launch will be supported by in-store activation across grocery, convenience and wholesale channels. Retailers can use cross-category merchandising to drive impulse purchase of the smaller formats, and secondary siting of the larger formats to tap into pre-planned purchases.
In addition, the launch will be supported by large-scale sampling events to drive awareness, targeting consumers in key environments when they need energy most.
“This is one of our best tested products that is sure to be a big hit with shoppers,” said Lesley Stonier, Marketing Manager for Lucozade Energy at Lucozade Ribena Suntory Limited. “We know consumers are looking for lower sugar offerings and it is important we continue to offer a wide choice of great tasting products.”
The launch of Lucozade Energy Reduced Sugar Tropical Fusion comes on the heels of the brand’s £14m investment in its biggest-ever marketing campaign, ‘Find Your Flow’.
