GlaxoSmithKline is looking to boost the health credentials - and sales - of two of its biggest brands.

This month, it is rolling out new Lucozade sub-brand Revive - which it hopes will replace the mid-afternoon cuppa - alongside new Ribena drinks with added vitamins and calcium.

Aimed at 25 to 35-year old office workers, its light-coloured packaging, 50-calorie content and natural flavours - lemongrass with ginger, orange with acai, and cranberry with acai - would make it particularly attractive to women, GSK predicted.

The typical male/female split in the energy drinks market was 60:40 but was as wide as 80:20 for heavy users, said Lucozade brand director Craig Read. “Revive has a healthier positioning than many other energy drinks on the market,” he said, adding that it provided an alternative pick me up for office workers. “We see mid-afternoon as a key usage occasion. At that time workers may be flagging but don’t want the big hit of a hardcore energy drink.”

Revive will be sold in 380ml bottles (rsp: 99p) and four-bottle multipacks (rsp: £2.99), and from April will be supported by a marketing campaign including TV, press, online, outdoor and sampling activity.

New lines are also being added to Ribena, with four Ribena Plus drinks - apple & peach and blackcurrant with added vitamins A and E, and apple & raspberry and mixed berries drinks with added calcium.

“Health is key to adding incremental sales to the category,” said Ribena group brand manager Hannah Norbury. “Consumers are always looking for extra ways to get goodness into their families.”

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