SmithKline Beecham (SKB) has launched Solstis, an energy drink, under the Lucozade brand name.
According to SKB, over the last five years the £117million sports/energy category of the soft drinks market has developed into two distinct product sectors - energy drinks and stimulation or "smart" drinks.
Richard Warrington, leisure/ catering category manager at SKB, said: "With ever-increasing pressure on time, consumers of all ages are turning to 'smart' drinks to help them make the most of their time. Solstis fulfils a wide variety of consumer needs - whether as an alternative to alcohol when pubbing or clubbing or a drink to boost their energy during the day."
The drink is glucose based and also contains caffeine, guarana extract, energy vitamins and taurine. The launch is being supported with a £2million multi-media communications package on the theme "Solstis - Don't miss a thing". Radio ads running during May and July will focus on situations where Solstis is intended to boost alertness. Ads will also appear in male lifestyle titles such as GQ and a sampling campaign will reach 250,000 people.