LUCOZADE Sport has entered the functional water market with the launch of FitWater.
Available from this month, Lucozade Sport FitWater comes in a 600ml bottle, with marketing support scheduled to kick-off in September.
Support for FitWater will come in the shape of a £3m marketing spend across outdoor advertising sites and social media as experiential activity. Retailers will also be offered a full range of POS from launch.
Claire Higgins, Lucozade Sport senior marketing manager at Lucozade Ribena Suntory said: “We’re absolutely thrilled to be launching FitWater. We’re confident it meets the growing consumer demand for functional drinks to enjoy as part of an active lifestyle. We know that sales of water have climbed 7.6% in grocery, yet within the independents and symbols channel this figure is only 5.8%. This gap represents a crucial missed opportunity for retailers to grow their sales; stocking up on FitWater will enable them to bridge this gap and increase water sales in store.
“FitWater combines the best of both worlds – Lucozade Sport’s longstanding history and instant recognition on shelf, alongside Lucozade Ribena Suntory’s impressive credentials for delivering NPD that’s in line with consumer trends. FitWater can be trusted to pique the interest of existing Lucozade Sport consumers while also appealing to new drinkers; we know from our extensive consumer research that 89% of people would buy FitWater.”