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GlaxoSmithKline Nutritional Healthcare is to launch a range of sports nutrition products around its Lucozade Sport drinks brand for the UK market.

The new range includes 35 products and will be supported with a GBP18m (US$27m) marketing investment to drive awareness amongst "mainstream sports and exercise participants", the company said today (16 April).

The full sports nutrition range will be available in grocery, health and fitness, sports retail, high street and on-line channels from May and includes; Lucozade Sport Hydro Active stick packs, Lucozade Sport Body Fuel, Lucozade Sport with Caffeine Boost and Lucozade Sport Recovery.

Also in the range are protein products designed to "help increase strength and muscle mass", available in 330g and 750g tubs, 30g sachets and protein bars.

Caroline Karlstromer, director Lucozade Sport marketing, said: "Lucozade Sport currently holds a 42% share of the total sports drinks and sports nutrition category and our new sports nutrition range presents an excellent category growth opportunity.

"The range builds on our expertise in the sports drinks category, and will benefit from consumer confidence in the Lucozade Sport brand, which has strong appeal and awareness amongst sports and exercise participants from elite to grass root level."

The marketing investment will include ATL, press, experiential, direct marketing as well as PR and on-line.


Sectors: Soft drinks

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