Lucozade Energy, the UK’s largest energy drink brand[i], is introducing a cool new addition to its £66.8M[ii] flavours range this month ahead of the summer season.  

Lucozade Energy Citrus Chill, a new lemon & lime flavour, is available in 380ml PMP and standard packs. It joins the market-leading range of Lucozade Energy flavours and will build on the hugely successful launches of Lucozade Energy Apple Blast and Lucozade Energy Watermelon & Strawberry Cooler, the latter of which delivered sales of more than £2.1M[iii] in its first six months on shelf.

Lucozade Energy sales are growing 8.3%[iv] year-on-year, and an astonishing 10 bottles are sold every second[v]. The Lucozade Energy flavours range is growing at 42%[vi] year on year and attracting new shoppers – 36%[vii] of Lucozade Energy buyers first came into the brand through one of its flavours, highlighting the importance of new launches and innovation. The launch of Citrus Chill will tap into this by introducing an exciting new concept in a familiar flavour that consumers know and love.

Zoe Trimble, Head of Marketing for Lucozade at Lucozade Ribena Suntory said: “We know new Lucozade Energy flavours drive real excitement with consumers looking for new tastes from a brand they trust. The launch of Lucozade Energy Watermelon & Strawberry last year is proof of that, having delivered more than 15%[viii] of Lucozade Energy 380ml PMP flavour sales in symbol & independent stores in 2019.

“We’re confident Citrus Chill will follow this pattern and bring new users into the Lucozade Energy brand thanks to its fantastic take on a classic flavour, which we expect to be especially popular during the summer months due to its refreshing taste.

“It’s important for retailers to take a range-based approach to their Lucozade Energy sales as shoppers are more inclined to shop around. We’ve seen a 35%[ix] increase in shoppers purchasing more than three Lucozade Energy flavours – so it really is key to have choice on shelf”.

Lucozade Energy Citrus Chill is available to pick up in depot now.

[i] EXT, IRI, MarketPlace GB, litres sold, latest 52-week data ending 29.12.19

[ii] IRI Marketplace GB, Lucozade Energy Flavours (excluding Original and Orange), value sales, 52 w/e 24.11.19

[iii] IRI Symbols and Independents, Value Sales, Lucozade Energy 380ml PMP Flavours (excluding Original and Orange), 52 w/e 24.11.19

[iv] Kantar Worldpanel, 52 w/e 29.12.19 – TH panel (drink later)

[v] EXT IRI MarketPlace GB, Lucozade Energy, Unit sales of PET bottles, 52 w/e 24.11.19. LRSuntory calculation

[vi] Kantar Worldpanel, 52 w/e 29.12.19 – TH panel (drink later)

[vii] Kantar Worldpanel, 52 w/e 26.01.20 vs YA

[viii] IRI Symbols and Independents, Value Sales, Lucozade Energy 380ml PMP Flavours (excluding Original and Orange), 52 w/e 24.11.19

[ix] Kantar Worldpanel, 52 w/e 26.01.20 vs YA

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