Blog: Energy shots a slow burner for GSK?

Michelle Russell | 18 February 2011


GSK's annual Soft Drinks Live event is always guaranteed to arm journalists with a raft of product launches to take back to the office with them. But, this year we also got a clue as to which launches have not gone so well.

Last year the firm was keen to talk up its GBP5m (US$8.1m) spend on the Lucozade brand in a bid to boost sales of its Lucozade Alert Plus energy shots. The shots were launched in the UK in September 2009.

This year, however, the group's approach is more muted.

Speaking to journalists at yesterday's Soft Drinks Live event, Suzy Smith, Lucozade marketing director, said the shots have fallen a little flat.

“We had huge expectations for the [shot] category that haven't been matched,” Smith said. “We haven't walked away though. We believe it will take time, we want to see how it can be more accessible and bring more consumers to the category.”

It seems that, while the energy category on the whole is a major growth driver for the firm, the shots category in particular is proving a little harder to succeed in.



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