GSK has developed a Strawberry version of Lucozade Energy specifically for the impulse channel.
News of the launch broke as it was revealed that Japanese drinks giant Suntory is to acquire Lucozade and Ribena from GSK in a £1.35bn cash deal.
Rolling out to retailers next week in a 95p price-marked 380ml bottle, the strawberry flavour is described as a first for the sports and energy drinks category. It is being supported with POS material.
“Strawberry has been selected by consumers as the most interesting flavour that is not in our current range,” said Lucozade Energy senior brand manager Roxana Parvizi. “Strawberry has mass appeal across all drink flavour segments.”
GSK last month made Pink Lemonade flavour a permanent part of the Energy line-up, and revealed the next limited-edition flavour would be Melonade.