Lucozade Energy capitalises on take-home growth with two new packs

Lucozade Energy has unveiled new pack formats that cater to the growing demand for take-home options.

A brand new 1.45L bottle, price-marked at £2, and a 12x330ml cans pack will join the range.

“It’s important for us to constantly review and update our format offering to make sure we are helping retailers cater for their shoppers b yoffering the right packs, in the right place, for the right occasion,” commented Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I, said.

“We know 60 per cent of shoppers want specific drinks that meet specific occasions, and that 64 per cent of consumers would buy a larger serve pack if it were available – making our new 1.45L bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats.”

Multipacks have added more than £350 million to the category since the start of lockdown, with bulk pack sales in carbonates and energy growing by 30 per cent, and multipack can sales growing by 32 per cent.

“By introducing this new 12x330ml cans pack alongside the 1.45L bottle, we are playing a key part in expanding purchase occasions of both new and existing shoppers. Choice is a key driver for consumers selecting a shop to visit so retailers should offer larger formats and multipack options to help drive footfall in their stores.”

The brand is supporting the launches with out-of-home advertising and social media promotion worth just over half a million pound.

Available now, the new bottles will also feature transparent sleeves to enable bottle-to-bottle recycling for the first time on the Lucozade Energy brand. Until now, Lucozade Energy bottles were wrapped in coloured label sleeves, which stopped some recycling machinery detecting the clear plastic underneath.