Lucozade, the UK’s biggest sport & energy drink brand[i], is helping to meet shoppers’ need for more take-home options with the introduction of new pack formats.

Since the onset of the lockdown restrictions brought on by the Covid-19 pandemic, the number of in-home occasions for carbonates and energy drinks has risen with one in four[ii] shoppers now consuming more soft drinks.

Lucozade Energy is catering for this rise in in-home drinking occasions with the launch of a brand new 1.45L bottle, price-marked at £2. This new format launch will also be joined by a Lucozade Energy 12x330ml cans pack.

Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I (SBF GB&I), said: “It’s important for us to constantly review and update our format offering to make sure we are helping retailers cater for their shoppers by offering the right packs, in the right place, for the right occasion.

“We know 60%[iii] of shoppers want specific drinks that meet specific occasions, and that 64%[iv] of consumers would buy a larger serve pack if it were available – making our new 1.45L bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats.”

Multipacks have added more than £350M[v] to the category since the start of lockdown, with bulk pack sales in carbonates and energy growing by 30%[vi], and multipack can sales growing by 32%[vii].

“By introducing this new 12x330ml cans pack alongside the 1.45L bottle, we are playing a key part in expanding purchase occasions of both new and existing shoppers. Choice is a key driver[viii] for consumers selecting a shop to visit so retailers should offer larger formats and multipack options to help drive footfall in their stores.

“But simply launching our drinks in the format consumers want isn’t enough for us. We want to make sure our drinkers hear about these formats through creative advertising too. We’re putting just over half a million pounds behind these launches with out-of-home advertising and social media promotion to make them unmissable – in fact, 37% of all adults will have five opportunities to see our marketing,” adds Trimble.

The introduction of the new packs is the latest move by SBF GB&I to help retailers cater for shoppers drinking more soft drinks at home, following last year’s reduction in the on-pack price of some of its most popular drink-later products, and the launch of new Lucozade Energy Apple Blast and Ribena Raspberry & Rhubarb squash.

The new bottles will also feature transparent sleeves to enable bottle-to-bottle recycling for the first time on the Lucozade Energy brand. Until now, Lucozade Energy bottles were wrapped in coloured label sleeves, which stopped some recycling machinery detecting the clear plastic underneath. The new transparent sleeves mean that all Lucozade Energy bottles can be funnelled into a clear plastic waste stream, helping give every bottle the optimum chance of getting recycled back into food-grade plastic, and becoming a new bottle.

The new pack formats are available now.

[i] EXT, IRI, MarketPlace GB, latest 52 week data ending 21.02.21, Litres Sold

[ii] LRS PPA Strategy Consumer Research April/May 2020, Simon-Kutcher analysis

[iii] LRS PPA Strategy Consumer Research April/May 2020, Simon-Kutcher analysis

[iv] LRS PPA Strategy Consumer Research April/May 2020, Simon-Kutcher analysis

[v] EXT, IRI, MarketPlace GB, latest 52 week data ending 21.02.21, value sales

[vi] EXT, IRI, MarketPlace GB, latest 52 week data ending 21.02.21, value sales

[vii] EXT, IRI, MarketPlace GB, latest 52 week data ending 21.02.21, value sales

[viii] LRS PPA Strategy Consumer Research April/May 2020, Simon-Kutcher analysis

 

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