Lucozade Sport’s new marketing campaign for Lucozade Sport Fitwater, More Than Water, focuses on health and wellbeing.

It aims to encourage shoppers to purchase Lucozade Sport Fitwater to help replenish what they lose in sweat during exercise.

Lucozade Sport Fitwater is also partnering with actress Gemma Atkinson and influencer Vic Spence to bring the More Than Water campaign to even more of its target audience and drive sales in store.

Claire Keaveny, head of marketing at Lucozade Sport, said: “Convenience retailers will certainly notice an increase in shoppers looking for healthier and functional drinks in January as many kick-start New Year exercise regimes and lifestyle changes.

“Our new campaign means shoppers will be looking for Lucozade Sport Fitwater in the chiller before or after exercise, so stock up to make sure it’s available to your shoppers today,” she says.

Lucozade Sport Fitwater is now worth £4.3m since its launch in 2017, and is the thrid biggest contributor for the Lucozade Sport brand behind the core flavours, Orange and Raspberry.