Lucozade Sport, which saw 33% sales growth last year according to AC Nielsen figures, looks set to receive a further lift thanks to the launch of a new Caffeine Boost variant.
Maker GlaxoSmithKline, describes it as the ’first caffeinated isotonic still sports drink’. It contains a thirst-quenching combination of carbohydrates, electrolytes and caffeine to fuel muscles, hydrate the body, improve mental focus and give an extra edge to adults participating in active sports. The drink was developed by the Lucozade Sport Science Academy in conjunction with sporting professionals including premier league footballers and elite runners.
A £5m campaign supports the launch including sampling, press advertising, online and radio activity. Caffeine Boost comes in lemon plus flavour. Rrp is £1.10.
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