Suntory Beverage & Food GB&I has confirmed the permanent reintroduction of Lucozade Energy Grafruitti. Following sustained consumer demand and social media advocacy, the flavour will return to the UK market on April 1. In a strategic move to align with health-conscious purchasing habits, the product is being launched exclusively as a zero-sugar variant.
The relaunch aims to leverage the "nostalgia" trend within the soft drinks category while addressing the shift toward sugar-free alternatives. According to SBF GB&I, one in every two new product development (NPD) sales in the soft drinks sector is now within the zero-sugar segment.
Focus on Zero Sugar
The reintroduction of the mixed berry and citrus flavour profile is part of a broader effort to maintain Lucozade’s position as a primary driver of category growth. In 2025, the brand accounted for 8% of total soft drinks growth, contributing to a 3.1% increase in value and a 3.3% increase in volume within the energy category.
By matching the flavour profile of the original 2015 special edition while removing the sugar content, SBF GB&I intends to offer a balanced choice that does not compromise on the taste expectations of long-term brand loyalists.
The company has identified significant potential for incremental sales through this launch. Previous flavour innovations, such as Blucozade, saw 60% of sales coming from customers new to the category or additional to standard purchases.
Adrian O’Brien, Brand Director for Lucozade, stated that the appetite for new and returning flavours remains high. The brand anticipates that Grafruitti will drive additional footfall and sales opportunities for retailers across grocery, convenience, wholesale, and e-commerce channels. The product will be available in both 500ml and 900ml formats, featuring a refreshed visual identity.
Marketing Campaign and Launch
To support the rollout, Lucozade is launching a £2.3 million integrated marketing campaign titled "Back for the Believers." Starting in mid-March, the social-led strategy will incorporate:
Direct consumer engagement using quotes from fans who campaigned for the flavour's return.
Out-of-home (OOH) advertising and in-store activations.
Influencer partnerships and extensive social media content.
The campaign is designed to peak during the summer season, traditionally the high-demand period for the energy drink segment. By involving the consumer base in the narrative of the relaunch, SBF GB&I aims to foster high levels of brand advocacy and ensure a successful re-entry for the Grafruitti variant.
