Lucozade is set to become the first major energy brand in the UK to enter the much-hyped American-born carbo gel market.
GlaxoSmithKline is launching Sport Carbo Gel under the Lucozade banner later this month - a squeezable 30g tube of orange-flavoured concentrated carbohydrate which can be squeezed into the mouth before, during or after training, and washed down with water.
Aimed at endurance athletes, the tubes, which hit shelves later this month, will have an rsp of 99p each.