Product Launch - UK: Suntory Beverage & Food's Lucozade Energy Reduced Sugar Cloudy Lemonade
Suntory's Lucozade Energy Reduced Sugar Cloudy Lemonade
Suntory Beverage & Food's Lucozade Energy Reduced Sugar Cloudy Lemonade
Category - Soft drink, energy
Available - From this month
Location - UK, off-trade
Price - See below
Suntory is set to release a lower sugar cloudy lemonade variant of its Lucozade Energy brand in the UK. Released next week, Lucozade Energy Reduced Sugar Cloudy Lemonade will be supported by a GBP1.8m marketing push that will include outdoor, online and in-store activation.
The product will be available in four formats:
- 38cl bottle, RRP of GBP0.95 (US$1.60), in price-marked packaging
- 50cl bottle, RRP of GBP1.15
- 6 x 38cl bottles multipack, RRP of GBP3.85
- 1-litre bottle, RRP of GBP1.99
Lucozade, the UK’s biggest sports and energy drinks brand, is launching a new Reduced Sugar Cloudy Lemonade variant to its Energy portfolio, supported by a £1.8m media spend. In market from 11th August, this NPD launch is set to help drive incremental growth within the Sports & Energy drinks sector by evolving to meet 25-34 year old consumers’ changing lifestyles and demand for healthier options.
Delivering the same great taste and functionality as the Lucozade Energy core range, but containing half the amount of sugar*, the new variant taps into the growing trend for reduced sugar products and presents an incremental sales opportunity for retailers. Reduced sugar and healthier options currently represent £1.7bn worth of sales within the soft drinks market, with +5.8% growth year on year. As consumers aged 25+ become more conscious of their sugar and calorie intake, the Lucozade Energy Reduced Sugar Cloudy Lemonade is perfectly placed to meet this demand. The Cloudy Lemonade flavour has strong appeal with the target group and when tested had high purchase intent.
Corrine Hopwood, Lucozade Marketing Director says: “As category leaders we are very excited about the new launch of Lucozade Energy Reduced Sugar Cloudy Lemonade. We have identified a brand new opportunity in the market for a reduced sugar proposition within the energy category. Cloudy Lemonade also helps retailers to offer shoppers more choice. New product development is one of the main growth drivers for the soft drinks category and by listening and responding to shopper behaviour and consumer needs, we are able to develop strong-performing and popular products.
“We recommend Lucozade Energy Reduced Sugar Cloudy Lemonade to be sited alongside the core Lucozade range to aid brand association at fixture. With this new proposition, we are helping to retain shoppers within the Energy segment.”
With a striking yellow and black colour scheme and a strong Reduced Sugar message, the new variant’s packaging has real stand-out on shelf, increasing the potential for impulse purchases.
Lucozade Energy has identified two sets of target consumers for the launch; the first being males aged 25-35 on the lookout for on-the-go purchases and meal deals, met by the 500ml and 380ml pack formats. And the second, for families with young adults where the 6x380ml multipacks for planned purchases and the 1litre for social sharing occasions are ideal. To make the most of these occasions, retailers can use cross category merchandising to drive impulse purchase of the smaller formats and secondary siting of the bigger formats to tap into the more pre-planned purchases.
The launch will be supported by a £1.8m spend including outdoor, online and in-store activation to drive awareness and engagement around the new reduced sugar proposition and cloudy lemonade flavour. The creative will be dialling up the ‘great taste, half the sugar*’ messaging to generate consumer footfall in-store.
Original source: Company Release
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