M&C Saatchi, which handles the flagship brand, is believed to be working on a multimillion pound launch campaign set to break in the New Year.
The RTD recovery drinks market began in 2004 with the introduction of Goodness Shakes!, which have signed up British sports stars including three-times-gold-medal cyclist Bradley Wiggins and swimmer David Davies.
In 2007 Mars launched Mars Refuel and positioned it as RTD recovery drink for athletes.
Lucozade is the biggest selling sports drink in the UK with a 7% increase in sales in the year to April 2008 to reach £60m-65m. It has faced tough competition from Gatorade, which entered the UK sports drinks market with a soft launch in 2007 and undertook a £6m marketing campaign this year.
Goodness Shakes! is planning to unveil a new strategy in January in which it will use the claim 'Do 40% more'. In accordance with EU regulations for 2009 the claim has also been backed by a clinical study conducted by sports scientists.
Lucozade has previously marketed its range with the claim '33% Longer' but recent advertising has focused on the idea that the difference between winning and losing is often 'millilitres'.
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