Lucozade has given its sports drinks a ‘go-faster’ image to appeal to active consumers.
The Lucozade Sport 500ml bottle now has a more streamlined shape along with a sportscap, which makes it easier to drink with one hand.
Lucozade Sport Hydro Active
also comes in a new taller, slimmer bottle and will get a sportscap later this year.
Category marketing director Simon Kemp said: “The bottle shape and design lends itself to improved standout on shelf and value-for-money perception. Moreover, consumer research reveals that a sportscap function is an absolute must for all sports drinks.”
He added that GSK’s research showed that the new offering would increase sales of Lucozade Sport by 7%.
Lucozade Sport has announced it is sponsoring the London Marathon on April 17 for the fifth year running.