Lucozade Energy kicks off 2019 with a bang as Apple Blast hits shelves

Lucozade Energy, the UK’s number one energy brand[i], is adding a new flavour to its permanent range this year: Apple Blast. The Apple flavour first launched in August last year as part of the brand’s partnership with the Lara Croft franchise, when Lucozade became Larazade to mark the game release of Shadow of the Tomb Raider.

The Apple flavour proved an instant hit with shoppers and quickly became Lucozade Energy’s third most popular flavour in the independent and symbols channel[ii], after core Orange and Original variants. Lucozade Energy is helping retailers build on this popularity by bringing the liquid to market in the form of Apple Blast as a permanent addition to the brand’s line-up.

Amie Farrell, Senior Brand Manager for Lucozade Energy at Lucozade Ribena Suntory comments, “We were blown away by consumers’ response to our Apple flavour so have taken the decision to add Apple Blast to our range for good. We know this incredibly popular drink will continue to drive sales for our independent retail customers in 2019, both incrementally and from existing drinkers trying out a new flavour.”

After only a few months on shelf, Lucozade Energy Apple has driven over £2M[iii] in sales for retailers, making it the biggest launch for the brand in three years. The popularity of apple-flavoured drinks, already bought by 46%[iv] of UK shoppers, is a clear opportunity for retailers to drive sales within the energy category.

New Apple Blast from Lucozade Energy is available now in 380ml and 500ml bottles. The launch will be supported as part of a far-reaching consumer marketing campaign later this year.

[i] EXT IRI MarketPlace GB, latest 52 week data ending 25.11.18 – Litres Sold

[ii] EXT IRI Symbols & Independents, latest 13 week data ending 25/11/18 (380ml PMP)

[iii] EXT IRI MarketPlace, latest 13 week data ending 25/11/18

[iv] Kantar Worldpanel, Take Home panel, 52 w/e 20 May 18