The first-ever cola flavoured variant for Lucozade has been added to the Energy range. Brand owner GlaxoSmithKline expects it to be a big hit as cola is the UK’s favourite soft drinks’ flavour.

The drink will debut on-shelf in a ’black edition’ bottle for a limited time.

Lucozade Energy has an excellent track record for new products that drive incremental category growth. Following the launch of Lucozade Energy blackcurrant earlier this year, 60% of sales were incremental to the category after just 20 weeks (Kantar Worldpanel data).

Retailers are being encouraged to maximise the sales opportunity by creating in-store theatre using bespoke point-of-sale material.

Matt McKie, Lucozade Energy brand manager, says: "Lucozade is becoming renowned for launching category-changing NPD and Lucozade Energy cola is set to strengthen this reputation. Consumers truly love cola, drinking 1.7 billion litres last year alone. As the biggest brand in sports and energy we are confident that our new cola flavour is going to be a huge success."

The new drink is available now. It is supported by an integrated marketing campaign including advertising, digital and PR activity.

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