Lucozade Energy, the UK’s number one energy brand[i], is adding even more excitement to retailers’ shelves this summer with the launch of a brand-new flavour: Watermelon & Strawberry Cooler. Available in 1L, 500ml and 380ml price-marked packs, the drink is the newest addition to the £272M[ii] Lucozade Energy range.
Watermelon & Strawberry Cooler is available from 6th May and joins the rest of the great-tasting Lucozade Energy flavours range – Caribbean Crush, Wild Cherry, Brazilian, Pink Lemonade and Apple Blast.
Along with other Lucozade Energy flavours, the 380ml PMP is available in cases of 12, to help retailers manage their range and encourage trial of new flavours, as well as helping to keep their stock room clearer.
The flavour is inspired by refreshing and summery iced fruit coolers, making it ideal for the start of the summer season. The Lucozade Energy flavours range is already growing 36%[iii] year-on-year and the latest addition to the range is set to add further incremental sales. This follows the success of Lucozade Energy Apple Blast which, since launching in January, has been 67%[iv] incremental to the sports and energy category.
“We know consumers love the Watermelon & Strawberry Cooler. More than one-in-two adults told us that they will buy it[v]; within that, it has really strong appeal with 18-35-year-olds[vi] and those who don’t currently buy the brand,” comments Bridget Hirst, Brand Manager for Lucozade Energy.
“New flavours are key for driving growth for the brand, with 30% of new shoppers first coming in to the brand through our flavours range[vii] and 45%[viii] of repeat buyers also shopping the range. Retailers should aim to stock each flavour to ensure everyone can find what they are looking for,” says Hirst.
The launch will be supported as part of a £2M advertising campaign including outdoor, digital and shopper-facing adverts to make it unmissable throughout the warmer months.
“This combination of popular summer flavours in our brand-new packaging, alongside the £13M9 value growth on the flavours range in the last year, demonstrates both the consumer demand for Lucozade Energy flavours and the incremental sales opportunity for retailers with the brand-new addition of Watermelon & Strawberry Cooler,’’ adds Hirst.
[i] EXT, IRI, MarketPlace GB, latest 52week data ending 24.02.19 – Litres Sold
[ii] EXT, IRI, MarketPlace GB, latest 52week data ending 24.02.19
[iii] EXT, IRI, MarketPlace GB, latest 52week data ending 24.02.19 vs 52week data ending 25.02.18
[iv] Dunnhumby. Switching Net Difference: Lucozade Energy Apple. 25wk data to 24/02/19
[v] Lucozade Energy concept screening test – 1444 Sample Size – August 2018 – Engage Research
[vi] Lucozade Energy concept screening test – 1444 Sample Size – August 2018 – Engage Research
[vii] Kantar Worldpanel 52 we 24 Feb 19, Take Home Panel
[viii] Kantar Worldpanel 52 we 24 Feb 19, Take Home Panel
9 EXT, IRI, MarketPlace GB, latest 52week data ending 24.02.19 vs 52week data ending 25.02.18