GlaxoSmithKline is giving Lucozade Energy its first berry variant. Rolling out now, the Wild Berry offering is aimed at generating a further £6.5m sales for the brand in its first year on shelf.
The company plans to support the new addition with a £1.5m outdoor campaign, part of a £30m spend behind the brand this year.
Customer marketing controller Henry Dummer said: “Our research shows that Wild Berry is not only well received by current Lucozade drinkers but that it will also bring new consumers to the brand.”