Maximus brings back fun and flavour for summer

Frucor Suntory’s popular Maximus sports drink has released two brand new flavours, just in time for summer.

Available now, Pine Lime and Lemonade Ice Block join Maximus’ range of big one litre thirst quenchers ready for the Aussie summer heat.

Pine Lime is a tried and true flavour in Australia, it’s everywhere from ice cream to yoghurt, even beer. The Maximus team looked at flavour trends from adjacent categories and applied the learnings to its line of sports drinks resulting in a refreshing combination of delicious pineapple with the right balance of lime for the ultimate taste.

Lemonade Ice Block is also a new and different addition for the category. Consumers will recognise the taste immediately – refreshing, nostalgic and fun. It just tastes like summer.

James Deysel, Director Hydration and Nutrition at Frucor Suntory, comments: “Our research indicated that taste is a key driver of Sports Drink consumption. This became our key focus when looking at NPD plans for summer 2022/23.

“In addition to our insights report, we tested the new liquids extensively with our Maximus consumers. The positive scores and results blew us away. Our consumers preferred the new Pine Lime and Lemonade Ice Block flavours to some of the top sellers in the market.

“That’s when we knew we were onto some winning flavours, and we can’t wait to see the response from the rest of Australia.”

Maximus Pine Lime and Lemonade Ice Block one litre bottles have hit stores from September with a full POS suite based on the great new flavours as well as off location displays to dial up the summer fun.

Retail teams are encouraged to display the new flavours in both the fridge and freezer to capitalise on the summer sales period.

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