Lucozade Sport Lite is adding a new cherry variant to the range, helping to drive incremental sales for the £17m brand and the £923m sports and energy category as a whole.

Research indicates the new Cherry flavour - which joins the existing Lemon & Lime and Orange flavours - will attract new consumers to the Lucozade Sport Lite brand, in addition to encouraging existing shoppers to purchase in addition to their usual shop.

The Lucozade brand has already experienced considerable sales success with its cherry flavours. Lucozade Energy Cherry was the number one soft drinks NPD launch in 2009, and Lucozade Sport Cherry, launched earlier this year, is already the best selling cherry flavoured sports drink in the market.

Multipacks of the low calorie sports drink will feature imagery from the Louder advertising campaign and a no.1 flash to reflect the theme song reaching number one in the UK charts.

Lucozade Sport Lite Cherry will be available in 500ml singles and 4 x 500ml Multipacks from September.