Lucozade Energy’s latest limited edition is melonade. Roxana Parvizi, senior brand manager for the drinks, said: "Exotic is the fastest-growing flavour range, experiencing 10% year-on-year value growth. The melon flavour profile of melonade is a category first. It is great tasting so is sure to attract new shoppers into the energy drinks market."
She added that limited-edition flavours consistently attract new users and deliver incremental sales 53% of limited-edition Lucozade Energy cola sales were incremental to the sports and energy category. And after just 28 weeks in the market, pink lemonade is already the third best-selling SKU within the Lucozade Energy line-up.
Parvizi said it has also brought a younger and more affluent shopper into the category.