Analysis - Lucozade may plug Gatorade gap for The Coca-Cola Co
Coca-Cola lost out on Gatorade to PepsiCo
Euromonitor beverage analyst Hope Lee said yesterday (18 April) that Coca-Cola has been in PepsiCo's shadow in sports and energy drinks since the Gatorade buy in 2001 and is seeking a strong brand in the category. “Lucozade would lift Coca-Cola’s category share by two percentage points, taking it closer to Red Bull,” Lee said.
The analyst also said Suntory is a contender for the Lucozade brand, which along with Ribena is undergoing a “strategic review”. GSK, which launched the review last month, has said every option, including a sale, is being considered.
Lee said: “Suntory has established a new department specifically for acquisitions, with Lucozade perhaps being its next target.”
According to Sky News this week, the Japanese firm is in talks with banks about tabling a bid for Lucozade and Ribena.
Meanwhile, Euromonitor's Lee added that the brands will have to be grown internationally to make a purchase worthwhile.
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