Lucozade Energy launches 1.45 litre bottles

NEW 1.45 litre bottles of Lucozade Energy have been released as the brand looks to cater to changing consumer habits amidst the Covid-19 pandemic.

Lucozade Suntory Beverage & Food GB&I, Lucozade Energy’s parent company, said there has been a rise in the amount of people purchasing soft drinks since the onset of the pandemic – with one in four shoppers now consuming more soft drinks, according to their research.

As a result, the new 1.45 litre bottle will look to target shoppers drinking soft drinks at home. They will feature transparent sleeves to enable bottle-to-bottle recycling for the first time on the Lucozade brand. Lucozade Energy were previously wrapped in coloured label sleeves, which stopped some recycling machinery from detecting the clear plastic underneath. The bottles will also be joined 330ml cans in multipacks.

Zoe Trimble, head of Lucozade Energy at Suntory Beverage & Food GB&I (SBF GB&I), said, “It’s important for us to constantly review and update our format offering to make sure we are helping retailers cater for their shoppers by offering the right packs, in the right place, for the right occasion. 

“We know 60% of shoppers want specific drinks that meet specific occasions, and that 64%4 of consumers would buy a larger serve pack if it were available – making our new 1.45 litre bottles perfectly placed to help retailers meet the increased shopper demand for take-home formats.” 

“By introducing this new 12x330ml cans pack alongside the 1.45 litre bottle, we are playing a key part in expanding purchase occasions of both new and existing shoppers. 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. 

“But simply launching our drinks in the format consumers want isn’t enough for us. We want to make sure our drinkers hear about these formats through creative advertising too. We’re putting just over half a million pounds behind these launches with out-of-home advertising and social media promotion to make them unmissable – in fact, 37% of all adults will have five opportunities to see our marketing.”