Suntory Beverage & Food GB&I (SBF GB&I) has announced it will be discontinuing its Lucozade Energy 380ml single bottles, moving the range to 500ml and adding a £1.50 price-marked variety.
The supplier says the move is in response to a demand for larger pack formats in the energy segment. It is retaining 380ml multipacks and continuing to offer 250ml and 330ml cans.
Additionally, standard non-PMP single 380ml bottles of Orange and Original varieties will still be available in Northern Ireland.
SBF GB&I updates Lucozade Energy recipes and pack design
Lucozade is currently seeing 6.6% annual growth in value sales in convenience, amid a 17% growth for the wider energy segment.
Matthew Gouldsmith, channel director for wholesale and out of home at SBF GB&I, said: “The energy segment, and Lucozade Energy within that, are driving real demand, so it’s a great time for us to be offering more of the drink they love to shoppers. Ensuring uniformity across our range in this way helps us bring the Lucozade Energy range in line with many other standard bottled soft drink offerings.
“We know price-marked packs are a key driver for shoppers. With a £1.50 price-point, price-marked 500ml Lucozade Energy bottles offer 32% more liquid for only 20% more money. These bigger packs offer better value.”
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