Lucozade is launching special edition Lucozade Energy Grafruitti.

Available in both 95p price-marked and non-price-marked 380ml and 500ml, RRP £1.15, Lucozade Energy Grafruitti is a combination of mixed berries and citrus flavours with an exotic twist. It replaces Lucozade Energy Melonade in the range.

The launch will be supported by a customer focussed social media campaign and in-store PoS, available through the Lucozade Ribena Suntory ltd field sales team.

Matt Gouldsmith, head of route to market wholesale for Lucozade Ribena Suntory, said: “New products are the biggest contributor to growth. Lucozade Energy Grafruitti offers retailers 40% POR and we advise retailers to stock it next to the core range.”

The new product features eye catching packaging, designed to disrupt shoppers and encourage impulse purchasing.

Corrine Hopwood, Lucozade marketing director, advises that with over 300 new products entering the market last year, it is important to back the right new products to grow sales.

“With brand new PoS to help retailers drive awareness of Lucozade Energy Grafruitti in-store, we are confident that this launch will be another winner with shoppers. The product has tested well in consumer research, with 84% purchase intent from 16-45 year olds.”

“Our launches are driven from consumer insight and we have seen the excitement generated when launching new variants, particularly through social channels. Acting on this, we will continue innovating and investing in NPD as the year goes on,” she added.

Last year Lucozade contributed 56% of all sports and energy NPD value sales in the impulse channel.