Lucozade is set to take on Tenzing and other ‘natural energy’ brands with a duo of Lucozade Revive drinks.
The drinks – which come in lemon & lime and orange & passionfruit flavours – were “designed to combat some of the barriers perceived when it comes to buying into the energy category”, said the brand (rsp: £1.25 PMP-£1.49/380ml).
They contain no artificial flavours and are billed as a souce of vitamins B3, B5, B6 and B12.
They are sweetened with a mixture of stevia and sugar, with the drinks containing 4.3g sugar per 100ml. Conversely Lucozade Sport and Original contain aspartame.
“We know some shoppers don’t buy into the broader energy category for different reasons – some are put off by the taste of some brands, others are worried about health, and some simply don’t like the brand positioning of some drinks,” said Lucozade head of marketing Zoe Trimble.
The NPD “reflects the switch we are seeing as shoppers are looking more and more for an ‘everyday’ lift that carries credible wellness credentials”, she added.
The launch will be backed by a “significant” marketing push during 2020, spanning in-store PoS materials, sampling and out-of-home advertising.
Lucozade previously sold a drink called ‘Revive from Lucozade’, when the brand was owned by GlaxoSmithKline.