Lucozade revamps packaging for Orange and Original drink flavors to boost purchase intent

UK – British brand of soft drink Lucozade is introducing a fresh packaging design for its Orange and Original drink varieties.

The new packaging features increased transparency in the sleeve, providing consumers with a sneak peek of the product and helping them identify its flavor, taste, and refreshing qualities.

This update comes as a result of feedback from 6,500 consumers and a comprehensive eighteen-month period of research and development.

Alongside the packaging change, both drinks now come with updated recipes. The Original flavor boasts a “bolder” taste, while the Orange flavor offers a delightful “more citrusy, orange note.”

As per consumer feedback, the new transparent sleeves are expected to enhance product visibility on store shelves and act as a driving force for potential customers to make a purchase.

These improved sleeves will be incorporated across all Lucozade Energy Orange and Lucozade Energy Original bottles in 380ml, 500ml, and 900ml sizes, both for individual sales and multipacks.

Furthermore, the other Lucozade Energy flavors are also slated to adopt the new packaging design in the coming time.

New marketing plans will also be unveiled in the coming weeks, says Lucozade, which is expected to attract new consumers and help drive retailer sales.

This development is in line with Suntory Beverage & Food GB&I’s Core Brand Innovation program, which was established by its parent company, Suntory, with a focus on prototyping and testing new solutions while prioritizing consumer perspectives throughout the process.

Zoe Trimble, head of Lucozade Energy, Suntory Beverage & Food GB&I said: “Core brand innovation is at the heart of our approach to brand building. We believe across our business that brands must evolve to keep up with changing consumer needs.

“The goal is to better understand the lives of our consumers, what they’re looking for and what drives their decision-making, so we can adapt our brands to meet their needs – delivering a win for our consumers and our customers.

“We are excited to be launching this new taste and look for Lucozade Energy Original and Orange and are confident the bold new flavors and design will help us reach even more shoppers.”

The packaging changes will roll out across bottles for the remaining Lucozade Energy flavors in the coming months.

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