Suntory Beverage & Food GB&I (SBF GB&I) is launching a 250ml can format of its Lucozade Alert range, across new Ultimate Energy and Zero Sugar Mango Peachade varieties.
The supplier says the new format comes off the back of a survey of stimulation-drink shoppers, half of which said they’d prefer a smaller can.
Ultimate Energy is a guarana flavour to drive interest in the new format, while the expansion of Zero Sugar Mango Peachade is aimed at offering a no-sugar option in the smaller can size, with zero-sugar stimulation drinks currently growing by 26%.
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Aoife McGuigan, head of category expansion at SBF GB&I, said: “The research shows us there is strong demand for smaller cans in the category, with 31% of stimulation drinks now sold in 250ml cans. We also know they’re especially popular with shoppers over 25 years old, so can help retailers to unlock new shopper demographics.”
The 250ml cans will be available from August, either with a 75p price mark or with a £1 RRP.
SBF GB&I will support the launch with out-of-home advertising, social media activity and shopper sampling.
