From the start of January, Lucozade Energy will be moving its 380ml single SKUs to 500ml bottles only, including Lucozade Energy Orange and Original, the Lucozade Energy Apple, Cherry and Caribbean Crush flavours and Lucozade Zero Pink Lemonade. The move will also see the introduction of a price-marked variant, RRP £1.50[i], available for the first time in 500ml format, offering a bigger bottle[ii] and better value for Lucozade Energy drinkers.
The move to 500ml single bottles from 380ml PMP and existing 380ml standard pack flavours across the range enhances the options for shoppers wanting to choose the right drink for their different consumption occasions by offering them their favourite drink, in a larger on-the-go format. Lucozade Energy 380ml bottles will still be available in multipacks, while 250ml and 330ml cans offer a great entry option for those looking for an on-the-go drink, and 900ml bottles deliver a great “drink later” option. Standard non-PMP single 380ml packs of Orange and Original flavours will still be available across Northern Ireland.
The move comes as the brand is seeing recent value sales growth of 6.6%[iii] YOY in the convenience channel, and the energy segment as a whole continues to deliver significant value for retailers, with a 17%[iv] YOY increase in sales.
Recently, Lucozade Energy Original and Orange flavours were enhanced following 18 months of extensive research and development and input from 6,500 consumers. The new recipes deliver a bolder taste for the unique Original flavour and more citrusy, orange notes for Orange, giving consumers more of what they love.
By differentiating the Lucozade Energy range to focus on 500ml bottles and a 380ml multipack offer, the brand is tapping into an ongoing trend for larger pack formats within the energy segment.
Matthew Gouldsmith, Channel Director for Wholesale & Out of Home at Suntory Beverage & Food GB&I comments: “The energy segment, and Lucozade Energy within that, are driving real demand, so it’s a great time for us to be offering more of the drink they love to shoppers. Ensuring uniformity across our range in this way helps us bring the Lucozade Energy range in line with many other standard bottled soft drink offerings.
“We know price-marked packs are a key driver for shoppers. With a £1.50 price-point, price-marked 500ml Lucozade Energy bottles offer 32% more liquid for only 20% more money[v]. These bigger packs offer better value.”
The change will be supported through wholesale and convenience through in-store POS, as well as a shopper-facing campaign highlighting the new bottle size. Retailers should ensure their chillers and soft drink aisles are well stocked across the Lucozade Energy range, including 250ml & 330ml cans, 380ml multipacks and 500ml and 900ml bottles, to take full advantage of the different pack sizes and purchase occasions across the brand.
[i] All RRPs are recommendations only. Retailers remain entirely free to set retail prices at their own discretion
[ii] 23% bigger pack vs. Energy 380ml
[iii] Nielsen, Lucozade Energy, GB Total Coverage Convenience, Soft Drinks, Value, YOY latest 4 weeks to 30.09.23
[iv] Nielsen, Energy, GB Total Coverage Convenience, Soft Drinks, Value, YOY latest 52 weeks to 30.09.23
[v] 23% bigger pack vs. Energy 380ml. All RRPs are recommendations only. Retailers remain entirely free to set retail prices at their own discretion
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