Lucozade Ribena Suntory (LRS) is launching a brand-new flavour, Lucozade Sport Lemon & Lime, offered exclusively to wholesale. Available now, the flavour comes in 500ml £1 price-marked packs.
The soft drinks category is worth £1.5bn [EXT IRI MarketPlace, GB, latest 52 week data ending 23.04.17 – EXT Symbols and Independents] to independents and symbol stores, and LRS says Lucozade Sport is one of the category’s largest brands, growing ahead of the sport segment average, at +2.3% growth YTD versus last year, and also outperforms the wider soft drinks category.
Steven Hind, Lucozade Sport marketing director at LRS comments: “Lucozade Sport’s new Lemon & Lime flavour appeals to new consumers and provides a tempting alternative for existing fans. Flavour extensions are great for driving sales for customers; our last flavour launch, Mango & Passion Fruit, was worth £3.2m[iv] in wholesale alone in its first year of launch and almost doubled the brand’s penetration[v].
“Lemon & Lime is a popular flavour across soft drinks, yet under-indexes within sports drinks. As this new Lucozade Sport SKU is not available in grocery, stocking it gives shoppers a reason to keep returning to their local store to purchase. By bringing the highest quality and most relevant products to market, in line with consumer trends, we know we will meet the needs of retailers and their shoppers.”
Lucozade Sport continues to invest in high-profile campaigns across the summer months to keep the brand top-of-mind with consumers, backed with a total £6m brand investment. The extensive activity kicked-off with a compelling and award-winning TVC tribute to Anthony Joshua’s life, ahead of the world title fight against Wladimir Klitschko. This was followed by the recent launch of a brand-new app, Made to Move, that encourages the nation to get more active.
Lucozade Sport’s new Lemon & Lime flavour will be available in cases of 12 x 500ml £1 PMP bottles at £5.99.