Lucozade Energy launches cola variant

Lucozade aims to drive incremental growth for the sports and energy drinks category with the new product, claiming that "cola is the nation's favourite soft drinks flavour".

The product launches this month and will be supported by a marketing campaign including digital, PR and point of sale activity.

Matt McKie, brand manager at Lucozade Energy, said: "Lucozade is becoming renowned for launching category-changing new product developments and Lucozade Energy Cola is set to strengthen this reputation.

"Consumers truly love cola, drinking 1.7 billion litres last year alone. As the biggest brand in sports and energy we are confident that our new cola flavour is going to be a huge success and a must stock item for retailers."

Last month, Lucozade rolled out a set of seven limited edition bottles featuring the faces of high-profile musicians, including Tinie Tempah, Plan B and Kelis.

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This article was first published on marketingmagazine.co.uk