UK&I | Suntory Beverage & Food GB&I has permanently reintroduced a beloved flavour from Lucozade, Lucozade Energy Grapefruit, following popular demand from devoted shoppers.
The reintroduction of Lucozade Energy Grafruitti reaffirmed the brand’s focus on innovation, boosting sales across the category and helping retailers tap into the growing consumer preference for nostalgic, familiar flavours.
With flavours being a key purchase driver amongst zero sugar soft drinks, Lucozade is well-placed to help retailers maximise this opportunity, with the brand accounting for 8 percent of the total Soft Drinks category growth in 2025, +3.1 percent in value and +3.3 percent in volume to the energy category.
With its signature combination of mixed berries, citrus flavours and an exotic twist, the Grafruitti flavour has always been a fan favourite. Lucozade has carefully flavour-matched every note to bring the drink back in a refreshing zero-sugar version while staying true to the original taste.
With one in two total soft drink NPD sales in zero sugar, supporting the consumer trend for more balanced choices, the relaunched Lucozade Energy Grafruitti zero sugar variant celebrates everything consumers love about the flavour while tapping into this consumer demand.
Adrian O’Brien, Brand Director for Lucozade, said that Lucozade Energy Grafruitti Zero Sugar is set to bring fresh excitement to its Lucozade Energy range, right on time for the peak summer season.
Following its special-edition launch in 2015, Lucozade Energy Grafruitti has found a place in consumers' hearts across the UK.
“We’ve seen fans flood our consumer care teams with requests, create dedicated petitions and social media forums, and refuse to give up, always hoping we’d bring it back,” he said.
“We know there is an appetite for new flavours in the category and have seen huge success with previous launches, including Blucozade, for which 60 percent of sales were incremental to the category. We are confident that the return of the fan favourite Lucozade Energy Grafruitti flavour will help drive additional footfall and sales opportunities for retailers.”
Supported by a GBP 2.3m campaign, “back for the believers,” kicking off from mid-March, the social-led launch will use consumer quotes to tease the return of the variant across social media, OOH, in-store, and through influencer activity.
Available across grocery, convenience, wholesale, and e-commerce channels, the flavour is being relaunched in zero-sugar and will roll out with a colourful, refreshed look from April in 500ml and 900ml formats.
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