Lucozade is a British brand of

soft drink A soft drink (see § Terminology for other names) is a drink A drink or beverage is a liquid intended for human consumption. In addition to their basic function of satisfying thirst, drinks play important roles in human culture. Common t ...

manufactured and marketed by the Japanese company

Suntory (commonly referred to as simply Suntory) is a Japanese multinational brewing and distilling company group. Established in 1899, it is one of the oldest companies in the distribution of alcoholic beverages in Japan, and makes Japanese whisky. I ...

. Created as "Glucozade" in the UK in 1927 by a

Newcastle Newcastle usually refers to: *Newcastle upon Tyne, a city and metropolitan borough in Tyne and Wear, England *Newcastle-under-Lyme, a town in Staffordshire, England *Newcastle, New South Wales, a metropolitan area in Australia, named after Newcastle ...

pharmacist, William Walker Hunter (trading as W. Owen & Son), it was acquired by the British pharmaceutical company Beecham's in 1938 and sold as Lucozade, an energy drink for the sick. Its advertising slogan was "Lucozade aids recovery". It was sold mostly in pharmacies up until the 1980s before it was more readily available as a

sports drink Sports drinks, also known as electrolyte drinks, are functional beverages whose stated purpose is to help athletes replace water, electrolytes, and energy before, during and especially after training or competition. There are many perceived bene ...

in shops across the UK. A

glucose Glucose is a simple sugar with the molecular formula . Glucose is overall the most abundant monosaccharide, a subcategory of carbohydrates. Glucose is mainly made by plants and most algae during photosynthesis from water and carbon dioxide, u ...

and water solution, the product was sold until 1983 as a

carbonated Carbonation is the chemical reaction of carbon dioxide to give carbonates, bicarbonates, and carbonic acid. In chemistry, the term is sometimes used in place of carboxylation, which refers to the formation of carboxylic acids. In inorganic ch ...

, slightly orange-flavoured drink in a glass bottle wrapped in orange

cellophane Cellophane is a thin, transparent sheet made of regenerated cellulose. Its low permeability to air, oils, greases, bacteria, and liquid water makes it useful for food packaging. Cellophane is highly permeable to water vapour, but may be coated ...

. Pharmacists sold it, children were given it when ill, and hospital visitors would regularly arrive with a bottle. It was

rebranded Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investor ...

in 1978 as a "pick me up", and as a sports drink in 1983, to associate it with health rather than sickness. The company switched to a

plastic bottle A plastic bottle is a bottle constructed from high-density or low density plastic. Plastic bottles are typically used to store liquids such as water, soft drinks, motor oil, cooking oil, medicine, shampoo, milk, and ink. The size ranges from v ...

and introduced a range of flavours. , a 500 ml bottle contained 62 g (15.5 cubes) of

sugar Sugar is the generic name for sweet-tasting, soluble carbohydrates, many of which are used in food. Simple sugars, also called monosaccharides, include glucose, fructose, and galactose. Compound sugars, also called disaccharides or do ...

, more than

Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance bar, temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pembe ...

. In 2017, to avoid sugar tax, the drink was reformulated to contain 22.5 g of sugar per 500 ml of liquid, as well as the artificial sweeteners

aspartame Aspartame is an artificial non- saccharide sweetener 200 times sweeter than sucrose and is commonly used as a sugar substitute in foods and beverages. It is a methyl ester of the aspartic acid/phenylalanine dipeptide with the trade na ...

and acesulfame K. The UK’s No. 1 energy drink, it has been exported to Asia and Australasia. In 1989, the Beecham Group merged to form SmithKline Beecham, which further merged in 2000 to form

GlaxoSmithKline GSK plc, formerly GlaxoSmithKline plc, is a British multinational pharmaceutical and biotechnology company with global headquarters in London, England. Established in 2000 by a merger of Glaxo Wellcome and SmithKline Beecham. GSK is the tent ...

. In September 2013,

sold Lucozade and another soft drink, Ribena, to the Japanese drinks conglomerate

for £1.35 billion.Monaghan, Angela
"Ribena and Lucozade sold to Japanese drinks giant"
''The Guardian'', 9 September 2013.

History

"Glucozade" was invented by William Walker Hunter in 1927 in

; Hunter had taken over the business of pharmacist William Owen. Hunter sold the product to the

Beecham Group The Beecham Group plc was a British pharmaceutical company. It was once a constituent of the FTSE 100 Index. Beecham, after having merged with American pharmaceutical company SmithKline Beckman to become SmithKline Beecham, merged with Glaxo We ...

in 1938 and it was eventually renamed Lucozade. In 1953, a factory for the production of Lucozade products was opened in

Brentford Brentford is a suburban town in West London, England and part of the London Borough of Hounslow. It lies at the confluence of the River Brent and the Thames, west of Charing Cross. Its economy has diverse company headquarters buildings wh ...

, west London, which, until 2004, had an iconic sign seen on the side of the

M4 motorway The M4, originally the London-South Wales Motorway, is a motorway in the United Kingdom running from west London to southwest Wales. The English section to the Severn Bridge was constructed between 1961 and 1971; the Welsh element was largely ...

(now in

Gunnersbury Park Gunnersbury Park is a park in the London Borough of Hounslow between Acton, Brentford, Chiswick and Ealing, West London, England. Purchased for the nation from the Rothschild family, it was opened to the public by Neville Chamberlain, then Min ...

Museum). Lucozade originally was available in only one variety, which was effervescent with a distinctive sweet citric flavour. It was sold in a glass bottle with a yellow cellophane wrap until 1983, when it was re-branded as an energy drink to remove the brand's associations with illness. The slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy". The glass bottle was replaced by a plastic (

polyethylene terephthalate Polyethylene terephthalate (or poly(ethylene terephthalate), PET, PETE, or the obsolete PETP or PET-P), is the most common thermoplastic polymer resin of the polyester family and is used in fibres for clothing, containers for liquids and food ...

(PET)) one. After the re-branding, UK sales tripled to almost £75 million between 1984 and 1989. In 1989, the Beecham Group and SmithKline Beckman merged to form SmithKline Beecham, and in 2000 SmithKline Beecham and GlaxoWellcome merged to form

(GSK). In 2013, GSK put Ribena and Lucozade up for sale..

, a Japanese holding company, bought the brands in September for £1.35 billion. At the time of the sale, the product was manufactured in England at the Royal Forest Factory in Coleford,

Gloucestershire Gloucestershire ( abbreviated Glos) is a county in South West England. The county comprises part of the Cotswold Hills, part of the flat fertile valley of the River Severn and the entire Forest of Dean. The county town is the city of ...

, in the

Forest of Dean The Forest of Dean is a geographical, historical and cultural region in the western part of the county of Gloucestershire, England. It forms a roughly triangular plateau bounded by the River Wye to the west and northwest, Herefordshire to ...

Commercials

Following its rebranding as a sports drink, high-profile athletic figures in British pop culture have promoted Lucozade in

television commercials A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

, beginning with Olympic decathlon champion Daley Thompson in 1983, followed by sporting figures such as Olympic sprint champion Linford Christie, footballers

John Barnes John Charles Bryan Barnes MBE (born 7 November 1963) is a former professional football player and manager. He currently works as an author, commentator and pundit for ESPN and SuperSport. Initially a quick, skilful left winger, he moved to ce ...

and

Alan Shearer Alan Shearer CBE DL (born 13 August 1970) is an English football pundit and retired football player and manager who played as a striker. Widely regarded as one of the best strikers of his generation and one of the greatest players in Premi ...

, rugby player

Jonny Wilkinson Jonathan Peter Wilkinson, CBE (born 25 May 1979) is an English former rugby union player. A fly-half, he played for Newcastle Falcons and Toulon and represented England and the British & Irish Lions. He is particularly known for scoring the w ...

, and ''

Tomb Raider ''Tomb Raider'', also known as ''Lara Croft: Tomb Raider'' from 2001 to 2008, is a media franchise that originated with an action-adventure video game series created by British gaming company Core Design. Formerly owned by Eidos Interactive, ...

'' heroine

Lara Croft Lara Croft is a fictional character and the main protagonist of the video game franchise ''Tomb Raider''. She is presented as a highly intelligent and athletic British archaeologist who ventures into ancient tombs and hazardous ruins around t ...

Purpose and effectiveness

A stated purpose of sports drinks, which provide many

calorie The calorie is a unit of energy. For historical reasons, two main definitions of "calorie" are in wide use. The large calorie, food calorie, or kilogram calorie was originally defined as the amount of heat needed to raise the temperature of o ...

s of energy from sugars, is to improve performance and endurance. In an analysis by Matthew Thompson and colleagues from the Oxford Centre for

Evidence Based Medicine Evidence-based medicine (EBM) is "the conscientious, explicit and judicious use of current best evidence in making decisions about the care of individual patients". The aim of EBM is to integrate the experience of the clinician, the values of t ...

, of 431 marketing claims of performance enhancement, most cited no evidence. 174 sources were cited for Lucozade; of them, Thompson found only three studies of high quality with a low risk of bias. The rigorous studies that did show improved endurance were "of limited relevance to most people because the tests were on elite athletes". This was backed up by a research study done on professional cyclists, to see if ingesting Lucozade before an hour bike ride would impact performance. The study could not find any positive impact on performance after ingesting it. Thompson said that for the vast majority of people drinking such products "could completely counteract exercising more, playing football more, going to the gym more". Lucozade comes in the form of liquid in either a can or plastic bottle, or it can come in the form of a tablet. The tablets have the flavours of either orange or the original flavour. The drinks are marketed as

s; a soft drinks industry spokesman said in response: "By helping people participating in sport to perform better and to recover more quickly, sports drinks can encourage people to exercise more". In May 2016,

Liverpool City Council Liverpool City Council is the governing body for the city of Liverpool in Merseyside, England. It consists of 90 councillors, three for each of the city's 30 wards. The council is currently controlled by the Labour Party and is led by Mayor J ...

ran a "name-and-shame campaign" entitled "Is your child’s sweet tooth harming their health?". The short-lived campaign claimed that Lucozade was "the worst offender", containing 62 grams of sugar in a 500 ml bottle, followed by

with 54 grams. Posters for the campaign were displayed in hospitals for a time. In its original high-sugar formulation, Lucozade was recommended by UK

diabetes Diabetes, also known as diabetes mellitus, is a group of metabolic disorders characterized by a high blood sugar level ( hyperglycemia) over a prolonged period of time. Symptoms often include frequent urination, increased thirst and increased ...

charities as an immediate treatment for

hypoglycaemia Hypoglycemia, also called low blood sugar, is a fall in blood sugar to levels below normal, typically below 70 mg/dL (3.9 mmol/L). Whipple's triad is used to properly identify hypoglycemic episodes. It is defined as blood glucose bel ...

in individuals who take

insulin Insulin (, from Latin ''insula'', 'island') is a peptide hormone produced by beta cells of the pancreatic islets encoded in humans by the ''INS'' gene. It is considered to be the main anabolic hormone of the body. It regulates the metabolism ...

. Since the drink now includes artificial sweeteners, guidelines have been amended to state that Lucozade should not be used to treat diabetic hypoglycaemia.

Composition

While the ingredients vary somewhat from one drink to another, those of the Lucozade Original Energy were listed as follows in 2013:

carbonated water Carbonated water (also known as soda water, sparkling water, fizzy water, club soda, water with gas, in many places as mineral water, or especially in the United States as seltzer or seltzer water) is water containing dissolved carbon dioxide gas, ...

syrup (25%),

citric acid Citric acid is an organic compound with the chemical formula HOC(CO2H)(CH2CO2H)2. It is a colorless weak organic acid. It occurs naturally in citrus fruits. In biochemistry, it is an intermediate in the citric acid cycle, which occurs in ...

(E330),

lactic acid Lactic acid is an organic acid. It has a molecular formula . It is white in the solid state and it is miscible with water. When in the dissolved state, it forms a colorless solution. Production includes both artificial synthesis as well as nat ...

(E270),

flavouring A flavoring (or flavouring), also known as flavor (or flavour) or flavorant, is a food additive used to improve the taste or smell of food. It changes the perceptual impression of food as determined primarily by the chemoreceptors of the gus ...

(unspecified),

preservative A preservative is a substance or a chemical that is added to products such as food products, beverages, pharmaceutical drugs, paints, biological samples, cosmetics, wood, and many other products to prevent decomposition by microbial growth or b ...

s (

potassium sorbate Potassium sorbate is the potassium salt of sorbic acid, chemical formula CH3CH=CH−CH=CH−CO2K. It is a white salt that is very soluble in water (58.2% at 20 °C). It is primarily used as a food preservative (E number 202). Potassium so ...

, sodium bisulphite (E-222)),

caffeine Caffeine is a central nervous system (CNS) stimulant of the methylxanthine chemical classification, class. It is mainly recreational drug use, used recreationally as a Nootropic, cognitive enhancer, increasing alertness and attentional perfor ...

antioxidant Antioxidants are compounds that inhibit oxidation, a chemical reaction that can produce free radicals. This can lead to polymerization and other chain reactions. They are frequently added to industrial products, such as fuels and lubrica ...

(

ascorbic acid Vitamin C (also known as ascorbic acid and ascorbate) is a water-soluble vitamin found in citrus and other fruits and vegetables, also sold as a dietary supplement and as a topical 'serum' ingredient to treat melasma (dark pigment spots) ...

), colour (

sunset yellow Sunset yellow FCF (also known as orange yellow S, or C.I. 15985) is a petroleum-derived orange azo dye with a pH dependent maximum absorption at about 480 nm at pH 1 and 443 nm at pH 13 with a shoulder at 500 nm. When added to f ...

(E110),

Ponceau 4R Ponceau 4R (known by more than 100 synonyms,Abbey J, et at. Colorants. pp 459-465 in Encyclopedia of Food Safety, Vol 2: Hazards and Diseases. Eds, Motarjemi Y et al. Academic Press, 2013. including as C.I. 16255,FDA. 9 November 2008Food and ...

). Since the reformulation to lower sugar in 2017, Lucozade Original contains the artificial sweeteners aspartame and acesulfame K. A warning is printed on the packaging that the colouring may have an adverse effect on activity and attention in children. Nutritional information for 380 ml bottle:

energy In physics, energy (from Ancient Greek: ἐνέργεια, ''enérgeia'', “activity”) is the quantitative property that is transferred to a body or to a physical system, recognizable in the performance of work and in the form of ...

1129 k

joule The joule ( , ; symbol: J) is the unit of energy in the International System of Units (SI). It is equal to the amount of work done when a force of 1 newton displaces a mass through a distance of 1 metre in the direction of the force appli ...

s = 266

kCal The calorie is a unit of energy. For historical reasons, two main definitions of "calorie" are in wide use. The large calorie, food calorie, or kilogram calorie was originally defined as the amount of heat needed to raise the temperature of o ...

;

protein Proteins are large biomolecules and macromolecules that comprise one or more long chains of amino acid residues. Proteins perform a vast array of functions within organisms, including catalysing metabolic reactions, DNA replication, res ...

, fat and

fibre Fiber or fibre (from la, fibra, links=no) is a natural or artificial substance that is significantly longer than it is wide. Fibers are often used in the manufacture of other materials. The strongest engineering materials often incorporate ...

nil;

carbohydrates In organic chemistry, a carbohydrate () is a biomolecule consisting of carbon (C), hydrogen (H) and oxygen (O) atoms, usually with a hydrogen–oxygen atom ratio of 2:1 (as in water) and thus with the empirical formula (where ''m'' may or m ...

65.4 g of which

s 33.1 g of which 65.4 g glucose-based; and

sodium Sodium is a chemical element with the symbol Na (from Latin ''natrium'') and atomic number 11. It is a soft, silvery-white, highly reactive metal. Sodium is an alkali metal, being in group 1 of the periodic table. Its only stable ...

trace.Packaging of Lucozade Energy Original, 2013. Package printed with number 0502229/02 Packaging also warns that spilt Lucozade may stain. A 380 ml bottle of Lucozade contains 46 mg of caffeine, about as much as a cup of tea. Lucozade contains 0.01%

ethanol Ethanol (abbr. EtOH; also called ethyl alcohol, grain alcohol, drinking alcohol, or simply alcohol) is an organic compound. It is an alcohol with the chemical formula . Its formula can be also written as or (an ethyl group linked to a ...

(alcohol), which meant that observant

Muslim Muslims ( ar, المسلمون, , ) are people who adhere to Islam, a monotheistic religion belonging to the Abrahamic tradition. They consider the Quran, the foundational religious text of Islam, to be the verbatim word of the God of Abrah ...

s could not drink it. However, in 2004, the

Muslim Council of Britain The Muslim Council of Britain (MCB) is a national umbrella body with over 500 mosques and educational and charitable associations affiliated to it. It includes national, regional, local, and specialist Muslim organisations and institutions fro ...

ruled that they saw no harm in consuming Lucozade which contains traces of ethyl alcohol that do not bear its original qualities and do not change the taste, colour or smell. GlaxoSmithKline pointed out that fruit juices and bread could also contain the same or higher trace amounts of alcohol due to natural

fermentation Fermentation is a metabolic process that produces chemical changes in organic substrates through the action of enzymes. In biochemistry, it is narrowly defined as the extraction of energy from carbohydrates in the absence of oxygen. In food p ...

Variants

Lucozade Energy * Original * Orange * Wild Cherry * Pink Lemonade * Apple Blast * Strawberry * Raspberry Ripple * Watermelon & Strawberry * Caribbean Crush * Brazilian Mango & Mandarin * Citrus Chill Lucozade Zero * Original * Orange * Pink Lemonade * Tropical Lucozade Sport * Orange * Caribbean Burst * Brazilian Guava * Raspberry * Cherry * Mango & Passion Fruit * Fruit Punch ( AJ Edition) * Low Cal - Orange * Low Cal - Lemon & Lime Lucozade Alert * Original * Tropical Burst * Cherry Blast

Sponsorships

Lucozade Sport is a major sponsor of events, teams and athletes in the UK and Ireland, including the

Amateur Rowing Association British Rowing, formerly the Amateur Rowing Association (ARA), is the national governing body for the sport of rowing (both indoor and on-water rowing). It is responsible for the training and selection of individual rowers and crews representi ...

(ARA),

FA Premier League The Premier League (legal name: The Football Association Premier League Limited) is the highest level of the men's English football league system. Contested by 20 clubs, it operates on a system of promotion and relegation with the English Foo ...

FA Cup The Football Association Challenge Cup, more commonly known as the FA Cup, is an annual knockout football competition in men's domestic English football. First played during the 1871–72 season, it is the oldest national football compet ...

, England Rugby Football Union, England Football Team, the Republic Of Ireland Football Team, the London Marathon,

Parkrun Parkrun (stylised as parkrun) is a collection of events for walkers, runners and volunteers that take place every Saturday morning at more than 2,000 locations in 23 countries across six continents. Junior Parkrun (stylised as junior parkrun) ...

Michael Owen Michael James Owen (born 14 December 1979) is an English former professional footballer who played as a striker for Liverpool, Real Madrid, Newcastle United, Manchester United and Stoke City, as well as for the England national team. Since r ...

Steven Gerrard Steven George Gerrard (born 30 May 1980) is an English professional football manager and former player, who most recently managed club Aston Villa. Described by pundits and fellow professionals as one of his generation's greatest players, ...

Damien Duff Damien Anthony Duff (born 2 March 1979) is an Irish professional football manager and former player who played predominantly as a winger. He has been the manager of League of Ireland club Shelbourne F.C. since November 2021. He began his prof ...

Ronan O'Gara Ronan John Ross O'Gara ( ga, Rónán Ó Gadhra; born 7 March 1977) is an Irish former rugby union player and current coach. O'Gara played as a fly-half and is Ireland's second most-capped player and highest ever points scorer. He is currently ...

and Ben Wynne. The

McLaren McLaren Racing Limited is a British motor racing team based at the McLaren Technology Centre in Woking, Surrey, England. McLaren is best known as a Formula One constructor, the second oldest active team, and the second most successful Formu ...

Formula One team was previously sponsored by Lucozade. The brand has also sponsored Jamaican sprinter

Asafa Powell Asafa Powell, CD (born 23 November 1982) is a retired Jamaican sprinter who specialised in the 100 metres. He set the 100 metres world record twice, between June 2005 and May 2008 with times of 9.77 and 9.74 seconds. Powell has consisten ...

since he first broke the 100 m World Record in 2005. They honoured his

Beijing Summer Olympics The 2008 Summer Olympics (), officially the Games of the XXIX Olympiad () and also known as Beijing 2008 (), were an international multisport event held from 8 to 24 August 2008, in Beijing, China. A total of 10,942 athletes from 204 Nati ...

achievements with a small function in October 2008.

Collaborations

Lucozade Zero - Rotunda Square, Bullring

In 2017, British fashion supplier

Missguided MGL Realisations (2022) Limited (trading as Missguided) is a UK-based multichannel retailer selling clothes aimed at women aged 16-35 years old. Missguided's headquarters were in Stretford, Greater Manchester until 2015 when they moved to Tra ...

was included in a campaign by Lucozade Zero. Coded cans were offered at booths in crowded areas that entitled drinkers to discounts on Missguided products.

Explanatory notes

References

External links

* {{Suntory British drink brands Irish drinks Japanese drinks Sports drinks Energy drinks Suntory Products introduced in 1927