Lucozade Sport expands range with new Zero Sugar launch

Leading sport drink brand Lucozade Sport is bringing something brand-new to chillers in March with the launch of Lucozade Sport Zero Sugar.

The launch is a move from the brand into the low-and-no sugar segment, currently growing at 22.3 per cent year-on-year, and a key trend for today’s soft drink consumers. Lucozade Zero, for example, is seeing incredible recent growth of over 58.5 per cent. The low- or no-sugar segment in total accounts for almost 48.3 per cent of total soft drink sales [Nielsen, 52w/e 28.01.23].

Available in Orange & Peach and Raspberry& Passion Fruit flavours, Lucozade Sport Zero Sugar is designed specifically for those taking part in sporting activities. It contains sodium and Vitamin B3 to help reduce tiredness and is available in 500ml bottles and 4x500ml multipack formats.

“As the nation’s favourite sports drink, we are excited to bring a new offering from Lucozade Sport,” commented Tom Bell, Head of Marketing for Lucozade Sport at Suntory Beverage & Food GB&I (SBF GB&I).

“We know that more and more people are living an active lifestyle and hydration is a key need in this moment. This spring we are launching a thirst-quenching zero sugar fitness drink containing sodium and Vitamin B3 that tastes great. We can’t wait for people to try it.”

Containing only 4kcal per serving and zero sugar, Lucozade Sport Zero Sugar is designed to appeal to consumers who don’t currently buy into the Lucozade Sport brand. With 77 per cent of the UK population taking part in regular exercise, Lucozade Sport Zero Sugar meets a consumer need for great tasting, low calorie and zero sugar hydration.

Sport drink shoppers are incredibly loyal, and the sport drink market is in very strong growth, with year-on-year sales up 29.3 per cent. This means that leading brands like Lucozade Sport, which has seen year-on-year growth of 26.2 per cent in the convenience channel, are an incredibly important part of any chiller.

Every single Lucozade bottle and can, including new Lucozade Sport Zero Sugar, is non-HFSS and not subject to any of the new HFSS restrictions, meaning that it can be merchandised anywhere in store.

The launch of Lucozade Sport Zero Sugar will be supported by an ATL campaign from April, as well as PR, digital and social media advertising.