Lucozade

Despite poor summer weather, which stunted growth in the total soft drinks category, it was energy drinks like Lucozade and juice-based drinks that sold well.

For the GSK-owned brand, it's a far cry from the days when Lucozade was the orange crinkly wrapped bottle that sat besides children's sick beds.

Indeed, today's range has a far more adult appeal, including last year's addition of two new Lucozade Sport flavours – Raspberry and Tropical – plus Lucozade Sport with Caffeine Boost, claimed to be the first caffeinated isotonic sports drink.

“A big part of our growth came from Lucozade Sport,” says category director Simon Kemp.

“It had a big impact on our year and overall success.”

Kemp adds other drivers on Sport included continued investment behind the Lucozade Performance Zone, an experiential rig, equipped with sports scientists who talk knowledgeably about the brand's drinks portfolio.

Lucozade Energy also did well, adds Kemp. It benefited from its biggest promotional campaign to date, claiming to give 10m people their edge back.

And, there's more innovation in the pipeline this year. April
sees the launch of the brand's first stimulation drink, Lucozade Alert. Available in 250ml bottles (singles and multi-packs), it has high levels of caffeine and is designed to provide mental as opposed to physical stimulation.

2007 £337.7m
2006 £296.6m
yoy change 13.8%