Lucozade Sport Launches FitWater

03 Aug 2017

By: Sport Industry Group

Lucozade Sport has entered the water market for the first time, launching its latest sports product, FitWater, at a launch event hosted by brand ambassadors Anthony Joshua and Australian fitness influencer Emily Skye. 

The launch of FitWater follows the 2016 launch of the brand’s Made to Move campaign that aims to get one million people moving more by 2020.

FitWater is purified spring water charged with electrolytes - including; magnesium, calcium, sodium and chloride with zero sugars - designed to replace what is lost when we sweat through exercise.

On average, people lose half a litre of fluid over a 30min period of exercise and as a result, displace key electrolytes in various amounts. 

Electrolytes play a role in the movement of muscles, cell communication and the movement of water around the body. 

Skye said: “I’m thrilled to be in the UK to finally see FitWater come to life! I have been working closely with Lucozade Sport to produce a water that’s perfectly formulated for exercise. My followers will know that in the past I have made my own electrolyte infused water so it’s incredible to see Lucozade Sport producing one that’s scientifically formulated for everyone to easily enjoy, and it tastes much better than mine!” 

Joshua, added: “It has been brilliant to be a part of the FitWater launch today and workout with everyone, Lucozade Sport are committed to getting people moving and I am really pleased to be a part of it. Hydration is absolutely key for any athlete and I am no exception so adding FitWater into the mix of Lucozade Sport products I use is a big bonus for me.”

Claire Higgins, senior brand manager, Lucozade Sport, added: “We are delighted to launch FitWater with our brand ambassadors Emily and Anthony and step into the functional water market. We have been working on perfecting the product for a number of years as we truly believed there was a need in the sports drink arena for a scientifically formulated electrolyte water with no calories or sugar.  It’s a completely new product in a category of its own. As we encourage the nation to become more active, we want to help people enjoy the benefits of leading a healthier lifestyle with products for every occasion.”

Live workout events, flash mob runs and coaching sessions lead by ambassadors, Emily Skye, Anthony Joshua and Harry Kane, have seen the UK’s number one sports drink brand champion a mission to encourage people to lead more active lives. In May, the brand launched its Made to Move App that incentivises users to get active with the chance to win hundreds of incredible prizes daily.

FitWater will be available from Tesco stores nationwide from 1st August 2017 and further nationwide retailers from 1st September 2017