Lucozade is adding a new Reduced Sugar Cloudy Lemonade variant to its Energy portfolio, supported by a £1.8m media spend.

The new product will be in market from 11th August, and is intended to help drive incremental growth within the Sports & Energy drinks sector by evolving to meet 25-34 year old consumers’ changing lifestyles and demand for healthier options.

Delivering the same taste and functionality as the Lucozade Energy core range, but containing half the amount of sugar, the new variant taps into the growing trend for reduced sugar products.

Corrine Hopwood, Lucozade marketing director, commented: “As category leaders we are very excited about the new launch of Lucozade Energy Reduced Sugar Cloudy Lemonade. We have identified a brand new opportunity in the market for a reduced sugar proposition within the energy category. Cloudy Lemonade also helps retailers to offer shoppers more choice.

“New product development is one of the main growth drivers for the soft drinks category and by listening and responding to shopper behaviour and consumer needs, we are able to develop strong-performing and popular products.

“We recommend Lucozade Energy Reduced Sugar Cloudy Lemonade to be sited alongside the core Lucozade range to aid brand association at fixture. With this new proposition, we are helping to retain shoppers within the Energy segment.”

The launch will be supported by a £1.8m spend including outdoor, online and in-store activation to drive awareness and engagement around the new reduced sugar proposition and cloudy lemonade flavour.

Lucozade Energy Cloudy Lemonade will be available in four formats: 380ml RRP 95p PMP, 500ml RRP £1.15, 6x380ml multipack RRP £3.85, and 1 Litre RRP £1.99.

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