GlaxoSmithKline is axing fantasy superwoman Lara Croft as Lucozade Energy’s frontwoman.

A company spokesman said the three-and-a-half year link had been “tremendously successful” but that the brand was “moving into the next phase of growth”.

It plans to concentrate on expanding the brand’s energy boosting claims to include mental alertness. A relaunch next month is set to include new packaging, advertising, below-the-line support and point-of-sale material featuring the claim ‘brain and body energy’.

GSK would not confirm advertising details but said activity would feature both Original and new Citrus Clear flavours. It said the new on-pack claim had been researched rigorously.

The link between Lucozade Energy and Lara has run since 1999.