Lucozade undergo packaging redesign and here’s why

This change was implemented because of 6,500 consumers input and 18 months of research and development. They have also changed the recipes for both drinks – making the original taste ‘bolder’ and the orange drink ‘more citrusy’.

Consumers believed the new sleeves would increase visibility on shelves and help shoppers to notice and purchase the product. Other drinks flavours are set to adopt this new packaging design too, Lucozade has also revealed new marketing plans are to be unveiled in the near future, expecting to attract new consumers and help dive retailer sales.

Lucozade’s parent company Suntory have been rolling out this new strategy out already with other brands, they believe “Core brand innovation is at the heart of our approach to brand building” and that they “believe across our business than brands must evolve to keep up with changing consumer needs”.