The company claim that it is the biggest NPD launch by Nutritionals with £13m being spent on marketing over the next 15 months. The first activity kicks off in October aimed at students and people at work or on the go.
An initial £6m will be spent on the launch of the energy shot, across TV, digital, outdoor, experiential sampling/engagement and PR.
The orange flavoured shot is said to help mental performance, focus, memory and alertness. It contains energy-releasing B-vitamins and caffeine. It contains no added sugar and has only 2 calories.
Mark Sterratt, Category Controller at GSK said: ‘The energy shots category is a category for the future. The format and functionality of energy shots meet the needs of current and future soft drinks customers and presents a massive sales opportunity for retailers. The presence of trusted brands such as Lucozade in the Energy Shots market will rapidly accelerate consumer awareness and demand for Energy Shots and drive overall category growth.
‘As Energy Shots is a new category, we have invested heavily in category and shopper insight in order to provide retailers with category leading advice and educational tools as well as tailored category and branded merchandising solutions for key impulse areas in-store.'
In July, Coca-Cola rolled out its first energy shot in the UK under its Relentless brand. Red Bull is also working on the launch strategy for its Energy Shot brand in the UK following its successful US debut in June, although the company say there are ‘no immediate plans' to launch the shot in the UK.
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