Lucozade Energy has made significant improvements to its Original and Orange flavors after conducting 18 months of extensive research and development and gathering input from 6,500 consumers. These enhancements, which will be rolled out in August, directly address consumer preferences and result in new recipes that offer a more vibrant and distinct taste. The Original flavor boasts a bolder and more pronounced taste, while the Orange flavor now features a citrusy note that enhances its overall flavor profile.
According to Lucozade, these changes are subtle but serve to elevate the flavors of the drinks, providing Lucozade Energy consumers with a more authentic experience that aligns with the brand’s identity. To promote these improved drinks and drive retailer sales, the company plans to launch marketing initiatives in the coming weeks, aimed at attracting new consumers to try Lucozade Energy.
This evolution is part of Suntory Beverage & Food (SBF) GB&I’s core brand innovation (CBI) program, a proven approach to brand growth developed by Suntory, the global parent company. This program involves continuous prototyping and testing, placing the consumer at the center of the decision-making process to ensure the development of solutions that satisfy consumer needs.
In addition to the taste enhancements, both the Orange and Original flavors will debut fresh pack designs. These new designs increase the visibility of the liquid inside the bottles, making them more appealing to shoppers by emphasizing the taste, flavor, and refreshment cues.
Research conducted by SBF revealed that the updated packaging also boosts purchase intent among shoppers and aids in the identification of the new bottle design on store shelves.
Zoe Trimble, the Head of Lucozade Energy at Suntory Beverage & Food GB&I, explained that core brand innovation plays a crucial role in their brand-building approach. She emphasized the importance of adapting brands to meet evolving consumer needs, which involves comprehensive research and agile prototyping with consumers. By understanding consumers’ lives, preferences, and decision-making processes, Lucozade Energy aims to deliver a winning experience for both consumers and customers. Trimble expressed excitement about the launch of the new taste and design for Lucozade Energy Original and Orange, believing these bold flavors and packaging will help attract an even larger customer base.
The changes will impact all Lucozade Energy Orange and Lucozade Energy Original bottles for individual sale and inclusion in multipacks, including the 380ml, 500ml, and 900ml variants. The remaining Lucozade Energy flavors will receive packaging updates in the coming months.
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