Working Together Project: SBF GB&I & Batleys

SBF GB&I & Batleys are working together to promote a new functional drinks range. Paul Hill reports


New product launches remain vitally important to the wholesale industry and representatives from SBF GB&I were keen to discuss the potential of their new stimulation drink at Batleys Hatfield Road depot In Cardiff.

“It’s great to be down here today to work with the team to launch a brand-new product, and discuss how making the most of NPD launches is so important for both wholesalers and independent retailers,” explained Tom Etherington, key account manager at SBF GB&I.

Left to right: Shafqat Randhawa, operations manager Batleys Wholesale; Aizad Durrani, depot manager, Batleys Wholesale; Tom Etherington, key account manager, SBF GB&I

Lucozade Alert is the new product in question and the stimulation drink is available in 500ml price marked and non-price-marked cans, in two exciting flavours – Tropical Burst and Cherry Blast. It contains naturally-sourced caffeine with Vitamin B3 to help reduce tiredness.

Stimulation drinks have seen more than 12m additional servings in the past year

Shafqat Randhawa, operations manager at Batleys Wholesale, said: “It’s brilliant having SBF GB&I here in Wales. We’re excited to promote new Lucozade Alert to our customers and I’m sure they’ll have great success when they stock it in their stores.”

Stimulation drinks have been the fastest growing segment within soft drinks for the past five years – with the 12m additional servings in the last 12 months alone showing a clear consumer desire and need for more offerings. “48% of stimulation drinkers only buy these drinks once a year, meaning there is a real opportunity to continue to drive growth by offering shoppers a more permissible option,” explained Etherington.

Read more: Working Together: SBF GB&I and Lioncroft Wholesale

“Stimulation is currently the fastest-growing soft drinks segment yet there are still shoppers who aren’t picking these products up because of taste, health concerns or brand positioning,” he added. “We saw a gap in the market for a stimulation drink that tastes great, is low in calories, contains naturally-sourced caffeine and is relevant for more shoppers – all delivered from the iconic Lucozade brand.”

Etherington was also keen to point out SBF GB&I research that shows that when shoppers buy stimulation drinks, they tend to also buy other products as well. Stimulation drink shoppers have a 28% higher than average basket spend.

Lucozade Alert is available in 500ml price marked and non-price-marked cans, in two flavours – Tropical Burst and Cherry Blast

Stimulation drink shoppers have a 28% higher than average basket spend

Both Lucozade Alert flavours are available to wholesalers now and SBF GB&I has supported the launch with POS, to help tell retailers what Lucozade Alert is, and get them excited about the launch. “Getting behind new product launches with big, unmissable POS to attract the attention of your retail customers can have a big impact and really benefit wholesalers. We know from previous work across our brands, bespoke front of depot display can lead to sales uplifts of around 14%[i], which is amazing.”

With a keen focus on the wholesale channel and a huge amount of marketing investment, Lucozade Alert is primed to be one of the wholesale channel’s most successful NPDs in recent memory. “It’s been brilliant to be here at Batley’s to see Alert’s first steps toward becoming a major stimulation drink brand,” concluded Etherington.


Tom Etherington, key account manager, SBF GB&I: “There is clear consumer desire and need for more offerings in the sector and this growth is predicted to continue until 2024. As 48% of stimulation drinkers only buy these drinks once a year, we believe these light shoppers are seeking a more appealing option.”


Aizad Durrani, depot manager, Batleys Wholesale: “It’s fantastic to have SBF GB&I here with us in Wales to find out about its new product and learn about the wider category in general. Meetings like this are great for Batleys as we’re able to then transfer this important knowledge onto our retail customers.”


For further information please visit Suntory Beverage & Food GB&I: Overview | LinkedIn

[i] SBF GB&I Activation Uplift report, 2021

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.

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