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Score more sales with new Lucozade Sport Ice Kick by Jude Bellingham

Lucozade Sport Ice Kick bottle
Andy Marino
By Andy MarinoMar 03, 2025
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Lucozade Sport is bringing a zesty new launch to chillers across the nation from March. Lucozade Sport Ice Kick is a new collaboration with beloved England football star and Lucozade Athlete Jude Bellingham.

With a kick of zesty citrus flavours, the refreshing sports drink features Jude Bellingham on the front of pack to drive stand-out in the chiller and appeal to football fans across the country.

Significant marketing investment putting Bellingham front and centre will drive sales for retailers, including video content on both Lucozade Sport’s and Bellingham’s social channels to engage with football fans and shoppers directly.

Lucozade Sport Ice Kick will be available in both standard and price-marked 500ml bottles as well as 4x500ml multipacks from early March. As we move into spring and the weather starts to grow warmer, this new launch is set to boost retailers’ soft drinks sales at a perfect time in the lead up to the key summer selling season, boosted by a new football season on screen.

We have loved working closely with Jude to bring this icy new team member to chillers this season," said Tom Bell, Marketing Director at Suntory Beverage & Food GB&I (SBF GB&I). “This refreshing new addition to Lucozade Sport’s range is set to be a huge hit with shoppers and football fans, and our proven track record of launching new flavours with our sports stars means we’re confident that retailers will see it kick off an unbeatable summer of sales!”

Retailers should cite new Lucozade Sport Ice Kick alongside the brand’s core Orange and Raspberry flavours as well as Blue Force, last year’s popular addition, to capture attention from existing and new shoppers alike. The icy cues of the bottle including condensation drops on the label have been developed to help retailers drive impulse sales from shoppers looking for chilled hydration and fuel, or simply something new and refreshing from the category.

Lucozade Sport Ice Kick will be fully supported by a suite of impactful POS across wholesale and convenience to help retailers and wholesalers drive maximum sales from launch onwards.

lucozade sportjude bellinghamsuntory beverage & food gb&itom bellsbf gb&i

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