Lucozade Alert is helping shoppers looking for more drink later options with the introduction of new pack formats this month.
Building on the success of its launch in September 2021, which generated £1million[2] in sales in under two months through wholesale and convenience stores, Lucozade Alert will now be available in multipack format in popular Cherry Blast and Original flavours.
The stimulation drinks category is experiencing strong growth, increasing by +57% in the last five years, with a further +20% predicted growth[3] in the next few years. With 46.6% of new shoppers buying Lucozade Alert[4], new formats are important for retailers to provide different options for shoppers in this growing category.
Research shows that 75%[5] of adults reported concerns about tiredness. The Lucozade Alert range is responding to a clear consumer need for a stimulation drink which tastes great, is low calorie and more relevant to a wider audience. New multipack formats present a strong to help retailers drive maximum sales.
Aofie Mcguigan , Head of Lucozade Alert at Suntory Beverage & Food GB&I (SBF GB&I), said: “The stimulation energy segment is worth over £1BN[6] and is the fastest growing soft drinks segment in recent years[7]. However, even with all this growth there is still a real opportunity for retailers to increase their sales even further, as we know that stimulant drinks are only currently bought by 12.1%[8] of shoppers.
By launching Lucozade Alert multipacks, we are helping retailers cater for what shoppers want by making sure that we are giving them the right formats, in the right place, for the right occasion.
Lucozade Alert Multipacks will be available in 4x500ml can packs from 22nd August. The?launch of the new formats from Lucozade Alert will be supported by PR, digital and social media advertising to ensure shoppers can’t miss the brand-new multipacks.
[2] Nielsen, June 2022
[3] Nielsen, June 2022
[5] SBF GB&I Category strategy insight
[6] IRI: Total Market: Stimulation value sales: 52 w/e 25/07/2021
[7] SBF GB&I Category strategy insight
[8] Source: Kantar Worldpanel: Total Market: Stimulation: Penetration % of Soft Drinks: 52 w/e 05/09/21
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