Lucozade Energy will launch a strawberry flavored variant next week, in the first significant launch since the brand was sold with Ribena to Suntory for £1.35bn ($2.12bn).
Roxana Parvizi, Lucozade Energy senior brand manager, said consumers had selected strawberry as the “most interesting flavor that’s not in our current range”.
She added that strawberry held mass appeal across all flavored drink segments.
GSK launched a limited edition Lucozade Energy flavour, Melonade, last week to replace Energy Blackcurrent and tap the growing taste for exotic soft drinks.
A Pink Lemonade line became a permanent fixture in the brand’s range last month.