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Suntory, the Japanese drinks giant and owner of the Ribena and Lucozade brands in the UK, is moving into the functional water space with the launch of Lucozade Sport Fit Water.
Described as “purified spring water plus 4 key electrolytes”, Lucozade Sport Fit Water is “designed to keep you hydrated and replenish what you lose in sweat so that you can train hard and unlock your potential”.
The electrolytes featured are calcium, magnesium, sodium and chloride.
Commenting on the launch, Lucozade Sport senior marketing manager Claire Higgins said: “Fitwater combines the best of both worlds – Lucozade Sport’s longstanding history and instant recognition on shelf, alongside Lucozade Ribena Suntory’s impressive credentials for delivering new product development that’s in line with consumer trends. Fitwater can be trusted to pique the interest of existing Lucozade Sport consumers while also appealing to new drinkers”.
Lucozade Sport Fit Water is available in 600ml clear bottles for an RRP of £0.89 ($1.17).
Source: Foodbev / Tesco
