Lucozade, the UK’s biggest sport & energy drink brand[i], is bringing a naturally inspired uplift to retailers’ chillers this month with the launch of a new sub-brand designed to bring a different set of shoppers to the energy category.
Lucozade Revive, ready to order from February 17th, is a lightly sparkling, naturally flavoured fruit-based drink. It is available in two flavours – Lemon & Lime and Orange & Passionfruit – in 380ml recyclable bottles (available in standard and price-marked packs) and a 4 x 380ml multipack.
With strong natural credentials, Lucozade Revive is designed to combat some of the barriers perceived when it comes to buying into the energy category. It has natural fruit flavours and no artificial colours, and contains vitamins B3, B5, B6 & B12 to help reduce tiredness. It is sweetened with a balance of Stevia, and sugar (4.3g sugar per 100ml).
Lucozade Revive is designed to sit within the Energy category in the chiller away from Everyday Energy and Stimulation but alongside ‘better for you’ energy drinks. Drinks such as iced tea, iced coffee and Emerging Energy drinks. The sub-brand is aimed at shoppers who don’t buy into the energy drinks category – 59% of the UK population – yet are looking for a naturally inspired uplift during their day.
Zoe Trimble, Head of Marketing at Lucozade, said: “Lucozade Revive reflects the switch we are seeing as shoppers are looking more and more for an ‘everyday’ lift that carries credible wellness credentials.
“We know some shoppers don’t buy into the broader energy category for different reasons – some are put off by the taste of some brands, others are worried about health, and some simply don’t like the brand positioning of some drinks. Lucozade Revive is designed to combat those barriers and help bring in new or lapsed energy shoppers.
Natasha Baranowski, Lucozade Revive Senior Brand Manager, said “Lucozade Revive offers a different type of energy for shoppers. It’s not a boost or a buzz, it’s a naturally inspired uplift that makes drinkers feel revitalised and back in the groove. Revive has natural fruit flavours, no artificial colours, and vitamins B3, B5, B6 and B12 to help reduce tiredness.”
The launch of Lucozade Revive will be heavily supported during 2020 through a significant marketing campaign including in-store PoS materials, sampling and targeted out-of-home advertising.
[i] EXT, IRI, MarketPlace GB, latest 52 week data ending 29.12.19, Litres Sold