Lucozade Energy Delivers First Drinks Flavour Revamp Since 2017

Drinks brand Lucozade has finally rolled out an update to its popular flavours following over 18 months of extensive R&D plus feedback from thousands of customers, its first change in over 6 years.

Lucozade Energy has enhanced its Original and Orange flavours, adding a more "zingy" taste to the drinks in order to deliver more of what the customers love about drinking Lucozade.

The move is the first of several flavour changes across the board by Lucozade with other drinks in the range to follow suit. All the changes come as part of parent company Suntory Beverage & Food GB&I's Core Brand Innovation (CBI) programme, development which has already proven successful in other key markets including Japan and Europe.

This process involves continual and in-depth prototyping and testing with customers to integrate their feedback directly into the product development and innovation pathway.

The two flavours undergoing change, Orange and Original, have also received a fresh pack design that reveals more of the liquid to shoppers whilst a new marketing campaign is set to launch soon.

Parent group Suntory Beverage & Food GB&I also owns other leading drinks brands Orangina, Ribena and V Energy. Find out more about the company here.