Suntory Beverage & Food GB&I is permanently re-introducing a beloved flavour from Lucozade, Lucozade Energy Grafruitti, following popular demand from devoted shoppers. Available across grocery, convenience, wholesale, and e-commerce channels, the flavour is being relaunched in zero sugar and will roll out with a colourful and refreshed look from the 1st of April in 500ml and 900ml formats.
The re-introduction of Lucozade Energy Grafruitti reaffirms 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% of the total Soft Drinks category growth in 2025, +3.1% in value and +3.3% 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 being in zero sugar, supporting the consumer trend for more balanced choices, the re-launched 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, comments “Lucozade Energy Grafruitti Zero Sugar is set to bring fresh excitement to our Lucozade Energy range, right on time for the peak summer season. Following its special edition launch in 2015, Lucozade Energy Grafruitti has had a place in the hearts of consumers across the UK. We’ve seen fans flood our consumer care teams with requests, create dedicated petitions and social media forums, refusing to give up and always hoping that we’d bring it back.
“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% 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 £2.3m campaign, “back for the believers,” that kicks off from mid-March, the social-led launch will use consumer quotes to tease the return of the variant in content across social media, OOH, in-store, as well as through influencer activity. Lucozade is bringing consumers across the UK into the heart of the campaign, directly involving them in content to celebrate the fans that never gave up hope of a Grafruitti comeback.
