Lucozade Sport unveils sugar-free drink variant

GlaxoSmithKline (GSK) is preparing the launch of a new flavoured water under the Lucozade Sport umbrella brand to target gym users.

Insiders suggest that the flavoured water will be called Hydroactive and will be aimed at fitness fans looking for an isotonic drink that helps rehydration and replaces lost minerals after exercise. The appeal will be that, unlike the Lucozade Sport and Energy brands, the product will contain no sugar.

The drink is expected to be packaged in a 500ml plastic bottle with sports cap and scheduled for an early summer launch. GSK would not confirm the launch, but a spokesman says: “We are looking at opportunities in that area.”

The company has announced several Lucozade Sport brand extensions in the past few months, including a Carbo-Gel and a cereal bar. M&C Saatchi has recently been appointed to work on new advertising for the £4m Lucozade Sport business (MW January 9). Ogilvy & Mather retain’s the Lucozade Energy account.

Meanwhile, the company says that it has no plans to end its association with Liverpool and England striker Michael Owen, following the footballer’s admission that he gambles. Owen has featured in Lucozade Sport ads and is part of the product endorsement team of sportsmen. A spokesman says: “We still see him as an ideal ambassador for the brand.”


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