Consumer research prompts new look and taste for Lucozade Energy

Lucozade Energy has enhanced its Original and Orange flavours following 18 months of extensive research and development, and input from 6,500 consumers.

The enhancements to the drinks go live in August and respond directly to key notes that consumers want, leading to new recipes delivering a more “zingy” taste, with a bolder taste for the Original flavour and more citrusy, orange note for Orange.

Lucozade said the changes are “subtle” but further elevate the drinks’ flavours, giving Lucozade Energy drinkers more of the notes they associate with the brand. Marketing plans, set to be unveiled in the coming weeks, will work to bring in new consumers to trial Lucozade Energy and help drive retailer sales.

The evolution is part of Suntory Beverage & Food (SBF) GB&I’s core brand innovation (CBI) programme, an approach to growing brands created by its global parent company Suntory which has proven success across markets in Japan and Europe. The agile process involves continual prototyping and testing, putting the consumer at the very heart of the insight and solution.

The Orange and Original flavours are also getting a fresh pack design, that reveals more of the liquid to shoppers creating greater appeal by allowing for more taste, flavour and refreshment cues.

SBF noted the extensive consumer research revealed that the new-look sleeves help increase purchase intent among shoppers, as well as making them more likely to spot the new bottle design on shelves.

“Core brand innovation is at the heart of our approach to brand building,” said Zoe Trimble, head of Lucozade Energy, Suntory Beverage & Food GB&I. “We believe across our business that brands must evolve to keep up with changing consumer needs. Our thorough process involves extensive research and agile prototyping with consumers and leans heavily on successful techniques developed by Suntory our global parent company. The goal is to better understand the lives of our consumers, what they’re looking for and what drives their decision making, so we can adapt our brands to meet their needs – delivering a win for our consumers and our customers. We are excited to be launching this new taste and look for Lucozade Energy Original and Orange and are confident the bold new flavours and design will help us reach even more shoppers.”

The changes are effective across all Lucozade Energy Orange and Lucozade Energy Original 380ml, 500ml and 900ml bottles for individual sale and inclusion in multipacks.

The packaging changes will roll out across bottles for the remaining Lucozade Energy flavours in the coming months.

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