Maximus launches new Pink Lemonade sports drink flavour

Maximus has expanded its sports drink range with the launch of a Pink Lemonade flavour. The new 1L product is designed to tap into consumer demand for nostalgic and familiar flavour profiles.

Lisa Pearce, Head of Maximus, Juice, Digital & Agency Partnerships at Suntory Beverage & Food Oceania, stated that the launch follows the success of the Mango Passionfruit flavour. The company aims to drive flavour-led growth through this addition, which is intended to stand out on retail shelves.

The product will initially be available exclusively through bp and IGA stores this month. A national rollout across grocery and petrol and convenience (P&C) channels is scheduled to begin in September.