Suntory Beverage & Food GB&I (SBF GB&I) is aiming to capitalise on the growth of its Lucozade Alert brand with the launch of a Zero Sugar Mango Peachade variety, the brand’s first sugar-free flavour.
Available this month in 500ml cans, including a £1 price-marked can, its launch comes as the range has seen 64.5% annual growth to be worth more than £11.2m.
Additionally, the zero-sugar energy segment is experiencing 24.3% growth and, stimulation has been the strongest overall energy performer, making up 80% of the category and worth £345m in convenience in the past year.
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The supplier hopes Mango Peachade can drive category growth; currently, less than 15% of stimulation value sales come from zero-sugar drinks, but they are driving more than 30% of the category growth.
Tom Etherington, senior brand manager, Lucozade Alert at SBF GB&I, said: “Lucozade Alert has more than doubled its retail sales value in the last eight months, demonstrating the momentum behind the brand from retailers and shoppers.
“Given the continued growth of the stimulation segment, increasing shopper desire for more low- or no-sugar options and a bold new flavour from the trusted Lucozade brand name, Alert Zero Sugar will be an important addition to any chiller.”
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