Lucozade is introducing its first-ever cola flavoured variant to the Lucozade Energy range.New Lucozade Energy Cola is hoping to revolutionise sports & energy which is already the fastest growing segment in the soft drinks category.Cola is the nation’s favourite soft drinks flavour and the latest offering from the makers of Lucozade will debut on shelf in a ‘black edition’ bottle for a limited time.The sleek, distinctive black bottle design will grab consumers’ attention by creating maximum stand out on shelf and in turn generate incremental sales for retailers.

The new addition to the Lucozade Energy range is expected to continue the brand’s track record of successful NPD that drives incremental category growth.Following the launch of Lucozade Energy Blackcurrant earlier this year, 60% of sales were incremental to the category after just 20 weeks.

Retailers are encouraged to maximise the sales opportunity available by creating in-store theatre for the launch using bespoke POS. Matt McKie, Lucozade Energy Brand Manager, said: “Lucozade is becoming renowned for launching category changing NPD and Lucozade Energy Cola is set to strengthen this reputation. “Consumers truly love cola, drinking 1.7 billion litres last year alone.