Lucozade Sport has unveiled a new flavour in collaboration with England footballer Jude Bellingham, set to launch into chillers this month.
Called Lucozade Sport Ice Kick, the variant is available in 500ml (rsp: £1.75), 500ml PMP/£1.50 and 4x500ml multipack (rsp: £4) formats.
The bottle featured Bellingham on the front to “drive standout” and attract football fans across the country, said Lucozade owner Suntory Beverage & Food GB&I (SBF GB&I).
A significant marketing investment including video content on Lucozade’s and Bellingham’s social channels would engage with football fans and shoppers directly, it added.
“We’ve loved working closely with Jude to bring this icy new team member to chillers this season,” said Tom Bell, marketing director at SBF GB&I. “This refreshing new addition to Lucozade Sport’s range is set to be a huge hit with shoppers and football fans, and our proven track record of launching new flavours with sports stars means we’re confident retailers will see it kick off an unbeatable summer of sales.”
Lucozade Sport Ice Kick would be fully supported by a suite of impactful PoS across wholesale and convenience, the drinks company added.
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