Lucozade Alert Plus, which is being rolled out across the trade next month in a 60ml pocket-size format (rsp: £1.49) contains B-vitamins and caffeine. No sugar has been added to the drinks, which contain just two calories per shot.
GSK category controller Mark Sterratt said the energy shots category would be worth £225m by 2013.
"The presence of trusted brands such as Lucozade in the energy shots market will rapidly accelerate consumer awareness and demand for the products and drive overall category growth," he claimed.
Rival brands including Relentless Shots, Quick Energy, Focus 5-hour Energy and Powershot have all debuted this year.
The marketing campaign will include TV, digital, outdoor and experiential activity until the end of the year.