Lucozade Alert Ultimate Energy and Lucozade Alert Zero Sugar Mango Peachade 250ml cans are due to hit the soft drinks category next month.
The products, which have an RRP of £1 and are also available in 75p pricemarked packs, have been specially developed to attract new shoppers to the category, stated Suntory Beverage & Food GB&I (SBF GB&I).
Lucozade Alert Ultimate Energy offers a brand new guarana flavour for the range, while the introduction of Mango Peachade Zero in a 250ml can brings this zero-sugar flavour to a smaller format. When surveyed, half of stimulation drink shoppers said they’d prefer a smaller can [The Work Perk data resulting from Sampling Campaign Questionnaire], highlighting the consumer demand for this more permissible format, claimed the firm. Zero-sugar stimulation drinks are growing by 26% [Nielsen Total Cov. Incl. Discounters 52wks 13.04.24] meaning there is a real growth potential for retailers stocking the cans, added SBF GB&I.
Aoife McGuigan, Head of Category Expansion, SBF GB&I, said: “We’re investing in the Lucozade Alert range to bring the right formats and the right flavours to market and drive even more sales for retailers this year. The research shows us there is strong demand for smaller cans in the category, with 31% of stimulation drinks now sold in 250ml cans [ibid]. We also know they’re especially popular with shoppers over 25 years old [Kantar data 2024], so can help retailers to unlock new shopper demographics. Our dynamic duo of 250ml cans is certainly set to be a hit with new shoppers looking for a high caffeine stimulation drink, so retailers should stock up now to see sales grow!”
The Lucozade Alert range offers consumers a high caffeine drink with vitamin B3 to help reduce tiredness. Lucozade recently united its sub-brands under its new Masterbrand platform “Bring the Energy”.
Lucozade Alert Ultimate Energy and Mango Peachade Zero Sugar 250ml cans will be available from August at an RRP of £1 each and Price-Marked Pack (PMP) £0.75p. The launch will also be supported by a significant media investment incorporating OOH advertising, social activity, consumer sampling and in-store activation to ensure the cans are unmissable to shoppers.
