Lucozade Energy launches Citrus Chill

Lucozade Energy has added a new Citrus Chill variety to its £66.8m flavours range ahead of the summer season.

Lucozade Energy Citrus Chill, a new lemon & lime flavour, is available in 380ml price-marked (PMP) and standard packs. It joins the range of Lucozade Energy flavours and will build on the launches of Apple Blast and Watermelon & Strawberry Cooler, the latter of which delivered sales of more than £2.1m in its first six months on shelf.

Lucozade Energy sales are growing 8.3% year on year, and within this the flavours range is growing at 42% year on year and attracting new shoppers.

36% of Lucozade Energy buyers first came into the brand through one of its flavours, highlighting the importance of new launches and innovation.

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Zoe Trimble, head of marketing for Lucozade at Lucozade Ribena Suntory, said: “We know new Lucozade Energy flavours drive excitement with consumers looking for new tastes from a brand they trust.

“The launch of Lucozade Energy Watermelon & Strawberry last year is proof of that, having delivered more than 15% of Lucozade Energy 380ml PMP flavour sales in symbol and independent stores in 2019.

“We’re confident Citrus Chill will follow this pattern and bring new users into the Lucozade Energy brand, which we expect to be especially popular during the summer months due to its refreshing taste.

“It’s important for retailers to take a range-based approach to their Lucozade Energy sales as shoppers are more inclined to shop around. We’ve seen a 35% increase in shoppers purchasing more than three Lucozade Energy flavours – so it really is key to have choice on shelf.”

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