GlaxoSmithKline, the UK-based consumer goods group, is extending its Lucozade Sport brand with the launch in May of Lucozade Sport Hydro Active, a flavoured water brand.
The company said that the introduction of Lucozade Sport Hydro Active is anticipated to provide annualised first year sales of £19.8m by meeting the hydration needs of 11.2 million UK sports participants.
The launch will be backed by a £5 million marketing package. Marketing support for the brand includes a burst of dedicated television advertising from July 2003 and a targeted specialist press campaign in health and fitness magazines.
Lucozade Sport Hydro Active is a still, lightly flavoured, “fitness water” specially formulated to provide effective hydration for exercise. It has a light fruit flavour.
It also contains selected energy releasing B Vitamins, Vitamin E and also 23% of the recommended daily allowance of calcium. The product also contains fewer carbohydrates than Lucozade Sport and aims to appeal to athletes and sports participants seeking effective hydration for exercise. There are two variants in the 500ml range: Citrus Fruits and Summer Friuts.
Alistair Pond, customer marketing controller, out of home, GlaxoSmithKline, said: “The introduction of Lucozade Sport Hydro Active creates a new sector of the sports drinks market and represents a truly exciting period in the development of the Lucozade Sport brand and indeed the sports drinks category.
“Market research has shown that the appeal of a hydration drink will attract a whole range of new consumers to the sports category and therefore provide retailers with a massive incremental sales opportunity as part of the expected £19.8 million first year sales.”
Pond added: “Research has shown that Hydro Active will meet the hydration needs of an additional 11.2 million ‘sports participants’ in the first year2. This figure includes those people who do not necessarily take part in competitive sports but simply exercise to lose weight or maintain shape.”