Cola is the nation's favourite soft drinks flavour and Lucozade Energy Cola will debut on-shelf in a 'black edition' bottle for a limited time.

The sleek, distinctive black bottle design will grab consumers' attention by creating maximum stand out on shelf and in turn generate incremental sales for retailers.

The new addition to the range is expected to continue the brand's track record of successful NPD that drives incremental category growth.

Following the launch of Lucozade Energy Blackcurrant earlier this year, 60 per cent of sales were incremental to the category after just 20 weeks.

Retailers are encouraged to maximise the sales opportunity available by creating in-store theatre for the launch using bespoke POS.

Matt McKie, Lucozade Energy Brand Manager, says: "Lucozade is becoming renowned for launching category changing NPD and Lucozade Energy Cola is set to strengthen this reputation.

"Consumers truly love cola, drinking 1.7bn litres last year alone.

"As the biggest brand in sports and energy we are confident that our new cola flavour is going to be a huge success and a must stock item for retailers."

Lucozade Energy Cola is available from October and will be supported by an integrated marketing campaign including advertising, digital and PR.