Lucozade to launch ‘Blue’ trio across Energy, Sport and Alert

• Supplier: Suntory Beverage & Food GB&I (SBF GB&I)
• Product: Lucozade Blue
• Availability: End of February
• RRP: Blue Burst: £1.50 price-marked 500ml and plain and price-marked 900ml bottles; Blue Rush: £1 price-marked 500ml can format, Blue Force: £1.50 price-marked 500ml bottles

Lucozade is launching a trio of Blue drinks across its Energy, Sport and Alert ranges.

The launch of “Blucozade” at the end of February marks the first simultaneous launch across all three Lucozade sub-brands.

Lucozade Energy Blue Burst will launch in plain and £1.50 price-marked 500ml and plain and price-marked 900ml bottles.

Lucozade Alert Blue Rush will come in plain and £1 price-marked 500ml can formats, while Lucozade Sport Blue Force will be available in plain and £1.50 price-marked 500ml bottles, as well as a plain four-pack.

Each of the new varieties has its own unique flavour, that the supplier is encouraging shoppers to work out for themselves.

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The launch comes as sport and energy drinks are seeing 80.5% and 16.9% value sales growth respectively.

Within this Lucozade Alert is seeing 31.4% year-on-year growth, while Lucozade Energy is up by 6.5% and Lucozade Sport is up by 17.8%.

Elise Seibold, marketing director at Suntory Beverage & Food GB&I (SBF GB&I), said: “Blucozade is the biggest Lucozade launch ever, and the feedback we’ve had when bringing this to consumers and retailers alike has been overwhelmingly positive. Uniting our Sport, Energy and Alert brands together for the first time ever is a huge step change in the way we market Lucozade, with even more to come this year. With its three different flavour profiles, we know Blucozade will appeal to different shoppers and have a big contribution to the continued success of the Lucozade brand.”

Blucozade will be supported by in-store PoS across wholesale and convenience, as well as a shopper-facing campaign through April.

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