Lucozade Energy helps retailers get set for summer with new pack refresh across flavours range

 

Lucozade Energy, the UK’s number one energy brand[i], is getting summer-ready with an exciting and modern new pack refresh across its flavours range.

The modern new look will create more consistency across the Lucozade Energy flavours range, giving it a unified look that will drive further stand-out and appeal on shelf. The new packs will start to become available for retailers to stock from now.

Previous packaging changes on Lucozade Ribena Suntory brands have driven example sales uplifts of 3.5%[ii], so retailers should ensure that they merchandise the full Lucozade Energy range to create an eye-catching display and seize the opportunity of an expected sales uplift.

“The Lucozade Energy flavours range is already growing 32.7%[iii] year-on-year. This eye-catching new packaging will drive further interest in the range from shoppers and drive sales for retailers,” said Bridget Hirst, Brand Manager for Lucozade Energy.

The Lucozade Energy flavours range is currently worth more than £47M[iv] and these flavours are a key driver for new shoppers, with 23%[v] of new Lucozade Energy consumers first sampling the brand through its flavours. Within this, Lucozade Energy Cherry is growing by a significant 106%[vi] and Lucozade Energy Apple Blast generated £3.5M[vii] in its first 5 months in market.

“We know from research that consumers really like the refreshed Lucozade Energy packs, which they believe are much more modern. This strong consumer response, alongside the £12M[viii] value growth on the range in the last year, demonstrates both the consumer demand and the huge growth opportunity within our wider flavours range,’’ said Hirst.

Refreshed packaging across the Lucozade Energy flavours range, which includes Caribbean Crush, Wild Cherry, Brazilian, Pink Lemonade and Apple Blast, is available now.

[i] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19 – Litres Sold

[ii] EXT, IRI, Lucozade Sport Econometrics Study 19.02.17

[iii] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19 vs 52week data ending 28.01.18

[iv] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19

[v] Kantar Worldpanel – Take Home panel – 104week ending 27.01.19 – Lucozade Energy (excl. Lucozade Energy Zero)

[vi] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19

[vii] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19

[viii] EXT, IRI, MarketPlace GB, latest 52week data ending 27.01.19

Author: kimbarnard

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