New to the Lucozade Sport range is Champions’ Choice, developed by brand owner GlaxoSmithKline’s (GSK’s) Human Performance Lab to combine the benefits of hydration and fuel for sport. It is a blend of glucose and electrolytes for improved physical performance, and caffeine for better mental ability. It comes in mango & passionfruit and lemon & lime flavours, in 500ml bottles with a rrp of £1.39.
Both variants come in limited-edition silver bottles with the mango & passionfruit one featuring an image of F1 driver Jenson Button.
The launch will be supported by a £1m marketing campaign and there is pos material featuring F1 cars.
Another GSK brand, Ribena, has two new varieties: mango & lime and pineapple & passion fruit. The new flavours are available in 99p price-marked packs as well as non price-marked versions. The introduction is designed to cash in on the growth of the exotic flavour sector, which according to Kantar Worldpanel data, is growing by 20%.
The launch is backed by a £1.2m marketing investment which will include sampling.
www.lucozade.com or www.ribena.co.uk