Lucozade is aiming to help impulse retailers to capitalise on the opportunity that flavour innovation presents with Special Edition Lucozade Energy Grafruitti, a combination of mixed berries and citrus flavours with an exotic twist.

Corrine Hopwood, Lucozade marketing director, commented: “More than 300 new products were launched into the market last year so it’s essential to back the right NPD to successfully grow sales. With brand new POS to help retailers drive awareness of Lucozade Energy Grafruitti in-store, we are confident that this launch will be another winner with shoppers. The product has tested well in consumer research, with 84% purchase intent from 16-45 year olds, proving there is a broad market for energy brands and the opportunity to drive penetration and frequency.

“We understand that launching new flavours is critical to continuing market growth, with taste and flavour acting as key drivers of purchase intent when shopping within the sports and energy category. Our launches are driven from consumer insight and we have seen the excitement generated when launching new variants, particularly through social channels. Acting on this, we will continue innovating and investing in NPD as the year goes on.”

In-store POS will be available through the Lucozade Ribena Suntory Ltd field sales team and the new launch will be also supported with a consumer facing social media campaign.

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