Zero in on bigger profits

In what it claims will be its biggest launch of the year, Lucozade is appealing to low-calorie drinks shoppers with a new Zero range.

Available from May 2, Lucozade Zero includes the brand’s two most popular flavours, Orange and Pink Lemonade.

The range is intended to tap into the increasing demand for lower calorie drinks, which has led to low-calorie or calorie-free drinks taking 57% of the soft drinks market.

Lucozade Zero will be available in 380ml price-marked and non-price-marked packs and 500ml bottles. Bigger stores can also consider stocking 6x380ml and 1l packs.

The launch will be backed by a £5m campaign and PoS will be available to independent retailers.

Charlotte Flook, Lucozade Energy senior brand manager, said: “This new launch is another way that Lucozade Ribena Suntory is delivering on its ambition to reduce calories across its portfolio by 20%.”