Lucozade Energy taps into take-home trend with new sharing formats

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Lucozade is rolling out two new pack formats to help “meet shoppers’ need for more take-home options”.

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The new packs include a 1.45-litre price-marked bottle (£2) and 12x330ml can pack (£6).

The brand said that since the onset of lockdown restrictions, the number of in-home occasions for soft drinks and energy drinks has risen, with one in four shoppers now consuming more soft drinks.

It said bulk pack sales in soft drinks and energy drinks are growing by 30% and multi-pack cans are growing by 32%.

Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food, said: “We know 60% of shoppers want specific drinks that meet specific occasions, and that 64% of consumers would buy a larger serve pack if it were available – making our new 1.45-litre bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats.”

“By introducing this new 12x330ml cans pack alongside the 1.45-litre 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.

“We are putting just over half a million pounds behind these launches with out-of-home advertising and social media promotion to make them unmissable – in fact, 37% of all adults will have five opportunities to see our marketing.”