UK – Lucozade, a brand owned by soft drinks giant Suntory, is set to expand its portfolio with ‘Blucozade’, a set of three new drinks set to launch later this month. 

The three new beverages, Lucozade Sport Blue Force, Lucozade Energy Blue Burst, and Lucozade Alert Blue Rush, collectively mark the first occasion where all three Lucozade sub-brands will debut simultaneously. 

Elise Seibold, Marketing Director at Suntory Beverage & Food GB&I, highlighted the magnitude of this launch, stating, “Blucozade is the biggest Lucozade launch ever, and the feedback we’ve had when bringing this to consumers and retailers alike has been overwhelmingly positive.”  

She emphasized that this move represents a significant shift in Lucozade’s marketing strategy, uniting the Sport, Energy, and Alert brands to offer a diverse range of drinks in terms of function, flavor, and format. 

Seibold added, “With its three different flavor profiles, we know Blucozade will appeal to different shoppers and have a big contribution to the continued success of the Lucozade brand.”  

The cross-category approach aims to inject vibrancy into retailers’ chillers and generate excitement among consumers. 

The decision to introduce Blucozade comes after a stellar year for Lucozade, particularly with the sport and energy drink segments outperforming the broader soft drinks category.  

Lucozade Alert experienced remarkable year-on-year growth of 31.4 percent, while Lucozade Energy and Lucozade Sport also witnessed robust increases in value sales. 

Blucozade is strategically positioned to cater to consumers’ desire for excitement and novelty in their soft drink choices. With the introduction of three uniquely flavored drinks alongside its existing portfolio, Lucozade aims to capitalize on the trend of shoppers seeking appealing flavors. 

According to Lucozade, each Blucozade variant boasts a distinct flavor profile, providing consumers with an opportunity to explore and discover their preferences.  

The Blucozade pack formats include Lucozade Alert Blue Rush in both standard and £1 price-marked can formats; Lucozade Energy Blu Burst in bottle sizes ranging from 500ml to 900ml; and Lucozade Sport Blue Force available in 500ml bottles and a four-bottle multipack format. 

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