The new range will be supported by a £18m marketing investment consisting of above-the-line activity as well as experiential, direct, PR and digital campaigns.
The brand, which is overseen by GlaxoSmithKline Nutritional Healthcare, has created the range alongside athletes and scientists. The company hopes that in addition to serious athletes, the range will grow the sports nutrition sector by attracting more women and appealing to novices. According to Mintel the sports nutrition category will grow 34% over the next three years, with AC Nielsen figures showing the category to have made £250m worth of sales in the 52 weeks to 27/12/08.
The products, which will be available in grocery, sports retail, health and fitness, high street and online channels from May 2009, consists of powders, bars, gels and tablets in a range of sizes, formats and flavour variants. As Marketing revealed in November, Lucozade will also launch a ready-to-drink protein supplement drink. The RTD market began in 2004 with the introduction of Goodness Shakes! was later followed by the Mars product, Mars Refuel in 2007.
Lucozade has developed the new range with the aim that it caters for athletes needs through focusing products on hydration, fuel, focus, recovery and strength. New products include the use of protein and creatine to assist athletes increase muscle mass and build explosive power.
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