Lucozade Reintroduces Limited Edition Price-Marked Packs

02 Mar 2015

Following the success of its price-marked pack (PMP) range last year which drove an uplift of up to 70% in unit rate of sales on individual flavours, Lucozade is reintroducing its 79p PMPs across a wider range of products during 2015. Launching on Monday 16th March, the limited edition PMP range will be available exclusively to convenience retailers. The 79p price flash will be present across key SKUs, including the recently launched Lucozade Energy Grafruitti and Lucozade Sport Mango & Passion Fruit.

Also in March, Lucozade will introduce new formats across its award-winning Lucozade Energy ‘The Brazilian’ Mango & Mandarin flavour, to cater for a broader range of consumption occasions, with new 380ml and 1 litre bottles. Lucozade Energy exotic flavours continue to grow in popularity, with Caribbean Crush experiencing +42% YOY value growth and ‘The Brazilian’ Mango & Mandarin generating widespread excitement among shoppers, having already reached £12.6m in sales within its first 12 months.

Lesley Stonier, Lucozade Energy marketing manager says: “Sales of PMPs are set to grow, with 44% of consumers telling us that they would buy PMPs on impulse, with soft drinks having the highest purchase intent of any product category. Retailers stocking the new 79p PMPs can therefore expect to see an increase in footfall and uplift in sales. This year we are pleased to be launching the initiative across even more flavours, enabling retailers to really take advantage of the promotion and drive sales within the category.”

The 79p PMP initiative will be supported by PoS and in-store activations throughout the selling period, March – June. The price flash will be present on the popular Lucozade Energy 380ml flavours; Original, Orange, Pink Lemonade, Caribbean Crush, Strawberry, ‘The Brazilian’ Mango & Mandarin, Cloudy Lemonade and the latest addition, Grafruitti. Lucozade Sport 500ml will carry the 79p price mark across all five flavours; Orange, Raspberry, Caribbean Burst, Brazilian Guava Flavour and the latest addition Mango & Passion Fruit.

“The new pack sizes across our Lucozade Energy ‘The Brazilian’ Mango & Mandarin flavour also present a great sales opportunity for retailers. ‘The Brazilian’ is one of our star performers and is currently worth over £12.6m. The 380ml will cater for the consumer need for on-the-go purchases and meal deals, whilst the 1 litre is ideal for social sharing occasions. Recent sales data shows that there is continued growth in the sales of Lucozade 1 litre formats (up 4.2% in value vs last year), whilst drink now formats are also showing strong performance (up 13.7% in value year on year).”

Source: Lucozade Ribena Suntory Ltd