Lucozade Sport is launching a new functional water, FitWater, available from August 1, in 600ml bottles.

Claire Higgins, Lucozade Sport senior marketing manager at Lucozade Ribena Suntory (LRS), commented: “We’re absolutely thrilled to be launching FitWater. We’re confident it meets the growing consumer demand for functional drinks to enjoy as part of an active lifestyle. We know that sales of water have climbed 7.6% in the past year, so this segment represents a crucial opportunity for those looking to grow their sales; stocking up on FitWater will tap into this profit opportunity.

“FitWater combines the best of both worlds – Lucozade Sport’s longstanding history and instant recognition on shelf, alongside Lucozade Ribena Suntory’s impressive credentials for delivering NPD that’s in line with consumer trends. FitWater can be trusted to pique the interest of existing Lucozade Sport consumers while also appealing to new drinkers. We know from our extensive consumer research that 89% of people would buy FitWater.”

To generate high impact at launch, FitWater will be supported by a £3m media spend in September across outdoor, experiential and social media. A full range of eye-catching POS materials, designed to disrupt the shopper journey, will be available from August.