Suntory Beverage & Food GB&I (SBF GB&I) has updated its Lucozade Energy Original and Orange varieties with a new pack design and recipe.

The suppler says the lines now have a more “zingy” taste that elevate the unique notes Lucozade Energy drinkers associate with the brand.

Additionally, their new pack design reveals more of the liquid to shoppers, creating greater appeal. According to consumer research carried out by SBF, the new-look sleeves increase purchase intent among shoppers.

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The new designs are effective across all Lucozade Energy Original and Orange single and multipack formats, and are set to roll out across other Lucozade Energy varieties in the coming months.

The updated recipe and design are part of SBF GB&I’s Core Brand Innovation (CBI) programme, which aims to recognise ever-changing consumer tastes and update products to match them.

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