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Lucozade to launch Lucozade Zero Original

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By Jenny Eagle+

16-Feb-2017
Last updated on 17-Feb-2017 at 11:58 GMT2017-02-17T11:58:20Z

The 380ml PMP pack. Picture: Lucozade.
The 380ml PMP pack. Picture: Lucozade.

Lucozade Energy will launch Lucozade Zero Original low-calorie drink next month.

The drink, part of its Lucozade Zero portfolio, will be available in a 380ml PMP (Price Marked Pack), 500ml and 1l bottle.

Lucozade Zero

The company claims Lucozade Zero Original was the most-requested flavor by consumers and joins Orange and Pink Lemonade in the Zero range, which was launched in May last year.

The Zero range has generated more than £22m in sales to date, and 50% of Lucozade Zero buyers are new to the category.

Charlotte Flook, senior brand manager, Lucozade Energy, told BeverageDaily, the new flavor delivers the same taste as Lucozade Energy Original, worth £78m in a zero calorie option, tapping into increasing demand for low and no calorie drinks.

The launch of Lucozade Zero exceeded expectations – it was the most successful soft drink launch in 2016 and Zero Original will open the range up to even more consumers, ensuring Lucozade continues to drive penetration and growth of the category in 2017 and beyond," she said. 

Following the initial launch of Lucozade Zero, we saw huge demand for the Original flavor to be added to the range."

We have had fantastic feedback to date with more than half of consumers stating they would purchase Lucozade Zero Original.

Zero Original is a hotly-anticipated flavor extension which taps into the rise of low and no calorie drinks and we are confident the product will be a huge hit.”

Low sugar content

According to a March 2016 report by Marketing Sciences market research, 50% of consumers are actively looking for brands with a low sugar content.

The range now features three flavors – Original, Orange and Pink Lemonade.

Lucozade Ribena Suntory (LRS) was formed in 2014, and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Ribena, Orangina and V Energy.

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