GlaxoSmithKline (GSK) is launching Lucozade Alert Plus energy shots backed by a £6m spend.
Available in an orange variety, Alert Plus comes in a 60ml pocket-size format. It is designed to help mental performance, focus, memory and altertness. It contains energy-releasing B vitamins and caffeine but no added sugar.
The £6m spend will include TV, digital and outdoor advertising as well as sampling.
Mark Sterratt, category controller at GSK, reckons energy shots is a "category for the future". "The format and functionality of energy shots meet the needs of current and future soft drinks customers and present a massive sales opportunity for retailers. The presence of trusted brands such as Lucozade in the market will rapidly accelerate consumer awareness."