Lucozade Energy adds two new pack formats
Multipacks have added £350m to soft drinks category value since start of lockdown
Suntory Beverage & Food (SBF) is launching two new Lucozade Energy pack formats, in a move that it says is helping meet shoppers’ need for more take-home options.
The supplier has launched a new 1.45l bottle, price-marked at £2, and a 12x330ml can pack, both of which are available now.
Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I, said the new pack sizes were motivated by changing shopper preferences.
“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 1.45l bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats,” she said.
Additionally, according to SBF, multipacks have added more than £350m to the value of soft drinks since the start of lockdown, with bulk pack sales in carbonates and energy growing by 30%, and multipack can sales growing by 32%.
“By introducing this new 12x330ml cans pack alongside the 1.45l bottle, we are playing a key part in expanding purchase occasions of both new and existing shoppers,” said Trimble. “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.”
SBF is supporting the rollout of the new pack formats with a £500,000+ marketing campaign across social media and out-of-home advertising.
The new bottles will also feature transparent sleeves that enable bottle-to-bottle recycling, which SBF says is a first for the Lucozade Energy brand.
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