Lucozade Alert is capitalising on the year-on-year growth of 64.5%[i] that has helped make the brand worth more than £11.2M[ii] by extending its three-strong range with the launch of its first ever zero-sugar drink, Lucozade Alert Zero Sugar Mango Peachade.
Lucozade Alert Zero Sugar Mango Peachade is available through wholesale for convenience retailers this month in 500ml cans, including a £1 price-marked variant, to help retailers drive more sales by delivering value in their range at a time when consumers are increasingly price-conscious.
Lucozade Alert Zero Sugar Mango Peachade is the brand’s first move into the zero-sugar energy segment, which is currently experiencing 24.3% growth[iii]. Within energy, stimulation has been the strongest performing segment over the last five years, making up 80% of the category and worth £345m[iv] in the convenience channel in the last year.
Lucozade Alert Zero Sugar joins the existing Lucozade Alert range of Cherry Blast, Original and Tropical Burst flavours. The new drink is designed to attract new shoppers and help grow the stimulation category. Less than 15%[v] of stimulation value sales currently come from zero-sugar drinks; however, zero-sugar drinks are driving category growth with more than 30%[vi] of stimulation category growth.
75% of the population are concerned about tiredness and adults feel tired for an average of 3hrs per day, so Lucozade Alert Zero Sugar responds to a clear consumer need, as a high caffeine energy drink with Vitamin B3 to help combat tiredness, from the trusted energy drink brand Lucozade.
Lucozade Alert Zero Sugar is the latest launch in Suntory Beverage & Food GB&I (SBF GB&I)’s commitment, as part of its ‘Growing for Good’ vision, to have a positive impact on the lives of our consumers, providing them with a choice of great tasting drinks and enabling them to lead more active, healthier lifestyles. SBF GB&I started its reformulation journey 10 years ago, taking steps that have seen the business reduce sugar across its core drinks by 57%[vii], removing 25,500[viii] tonnes of sugar and more than 98bn[ix] calories.
Tom Etherington, Senior Brand Manager, Lucozade Alert at Suntory Beverage & Good GB&I (SBF GB&I) said: “We are very excited to be bringing this incredible tasting new zero-sugar Lucozade Alert flavour to market, with a £1 price-marked variant to help retailers drive even more sales. Lucozade Alert has more than doubled its retail sales value in the last eight months, demonstrating the momentum behind the brand from retailers and shoppers.
“Given the continued growth of the stimulation segment, increasing shopper desire for more low- or no-sugar options and a bold new flavour from the trusted Lucozade brand name, Alert Zero Sugar will be an important addition to any chiller.”
The launch will be supported by instore activation, a video-on-demand and a sampling campaign through October.
For more information on ranging and category advice, retailers can visit SBF GB&I’s dedicated soft drink site SimplySoftDrinks.com.
[i] Nielsen, Total Market, value sales 52 weeks w/e 26.08.23
[ii] Nielsen, Total Market, value sales 52 weeks w/e 26.08.23
[iii] NielsenIQ Scantrack Data, WE 01.04.23, Total Coverage Incl Discounters
[iv] NielsenIQ Scantrack Data, WE 01.04.23, Total Coverage Incl Discounters
[v] Kantar | Take-Home | Incremental Penetration | rolling 12 we 2nd Oct 2022 July 2022
[vi] Kantar | Take-Home | Incremental Penetration | rolling 12 we 2nd Oct 2022 July 2022
[vii] hfss_infographic_final_rgb.pdf (suntorybeverageandfood-europe.com)
[viii] hfss_infographic_final_rgb.pdf (suntorybeverageandfood-europe.com)
[ix] hfss_infographic_final_rgb.pdf (suntorybeverageandfood-europe.com)
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