Lucozade will take on Coca-Cola and PepsiCo on their home turf as the sports drink’s owner gears up for an assault on the US soft drinks market.
GlaxoSmithKline said yesterday it was in discussions with a prospective distributor to roll out Lucozade across the US. Talks, GSK claimed, were at a “fairly advanced” stage.
A US launch would mark the next step in GSK’s plans to takes its Lucozade brand to the global stage and strengthen the company’s focus on its consumer healthcare arm.
The new venture would see it contend with established American sports drinks such as Gatorade and Mountain Dew, both owned by PepsiCo, as well as Coca-Cola’s Powerade drink.
The news follows GSK’s announcement last September that it was introducing Lucozade to China as part of a push into emerging markets.
Lucozade – created by northeast pharmacist Thomas Beecham in 1927 – has recorded sales of £376m in the past year.
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