James Powell, customer development manager for Lucozade Sport commented: “We have confidence in Windwave and believe they will provide a committed partner to enable us to firmly establish Lucozade Sport in the expanding cycle sector.”
Peter Nisbet, managing director of Windwave said: “We have had in depth negotiations with Lucozade Sport and are very honoured to have been appointed as distributor. We are committed 100 per cent to developing the market presence and sales of this premier brand in the coming years. The first stock arrives at the end of August”.
The Sports Nutrition manufacturer has big plans for the cycle market too and is soon to reveal a wide range of new products covering all aspects of cycling. The range includes product categories covering hydration, fuel, focus, recovery and strength.
Lucozade Sport products are tested by an independent laboratory for contaminants prohibited by the World Anti – Doping Agency (WADA).
The makers of Lucozade Sport have also invested £18m in a strong consumer marketing programme including advertising in magazines and on bill boards, a website and a strong presence at cycling events with the Sports Science team sampling and offering specific training advice.