Lucozade Sport has teamed up with England football star Jude Bellingham to launch a brand-new variant, Ice Kick, featuring refreshing citrus flavours.

The new sports drink showcases Bellingham prominently on the front of the packaging, enhancing visibility in chillers and appealing to football fans.

A substantial marketing investment will place Bellingham at the heart of the campaign, with engaging video content set to feature across both Lucozade Sport’s and Bellingham’s social media channels. This strategic promotion aims to drive sales and connect directly with football enthusiasts and shoppers alike.

Lucozade Sport Ice Kick will be available from early this month in multiple formats:

• 500ml standard bottle – RRP: £1.75

• 500ml price-marked bottle – £1.50

• 4x500ml multipack – RRP: £4.00

The launch will be further supported by a comprehensive suite of point-of-sale (POS) materials across wholesale and convenience sectors.

Tom Bell, Marketing Director at Suntory Beverage & Food GB&I (SBF GB&I), commented:

"We have thoroughly enjoyed working with Jude to bring this icy new team member to chillers this season. This refreshing addition to the Lucozade Sport range is set to be a major hit with both shoppers and football fans. Given our strong track record of launching new flavours in collaboration with sports stars, we are confident that retailers will see it kick off a hugely successful summer of sales."