Lucozade bursts into stimulant energy with new Lucozade Alert

With the stimulant energy category currently growing at +24.3%, it's an ideal time for the launch of Lucozade Alert


Brand Central

8 February 2022 | 0

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Ireland’s number one energy drink brand*, Lucozade is bringing something new to Ireland’s soft drinks chillers with the exciting launch of Lucozade Alert: a distinctive stimulant energy drink range.

With huge momentum behind the stimulant energy category, growing at +24.3%** and representing 61% share*** of the impulse energy category, there’s never been a better time to bring this NPD to market.

With 75% of adults reporting concerns about tiredness**** and 40% more Irish consumer purchasing stimulant energy drinks post the pandemic*****, new Lucozade Alert responds to a clear consumer need for a stimulant energy drink. Lucozade Alert contains high caffeine and vitamin B3, helping to reduce tiredness without compromising on the great Lucozade taste.

Bursting with flavour, Lucozade Alert is available in the unique Original flavour, that Irish consumers know and love along with Tropical and Cherry flavours.

Lucozade Alert is available in 500ml cans which should be ranged within retailers’ current stimulation category in the chiller.

“Lucozade Alert is a blast of fruity flavour with a kick of caffeine plus Vitamin B3 for an energising boost; all with the great Lucozade taste that your shoppers know and love,”  said Siobhan Drummond, senior brand manager of Lucozade Energy at Suntory Beverage & Food Ireland.

“We’re delighted to be bringing something new and exciting to the Irish Energy Drinks category,”

Launching from 7 February 2022, across all major retailers, Lucozade Alert will be supported by a heavyweight through-the-line marketing campaign including TV, OOH, sampling, shopper, digital and social media advertising.

*(Source: NielsenIQ, Total Scantrack ROI, Lucozade Drink Now Energy, Value Sales, YTD to 05/12/21)

**(Source: NielsenIQ, Total Scantrack ROI, Energy Drink Now, Stimulation by Brand excluding Private Label, Value % Chg YA, YTD to 10/10/21)

**(Source: NielsenIQ, Total Scantrack ROI, Energy Drink Now, Stimulation by Brand excluding Private Label, Value Sales, YTD to 10/10/21)

****(Source: SBF GB&I Category strategy insight)

*****(Source: Red C Bespoke Research June 2021)



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