View source for Lucozade

{{short description|British carbonated glucose drink}}
{{Use British English|date=March 2021}}
{{other uses}}
{{Use dmy dates|date=August 2023}}
{{Infobox Beverage
| name = Lucozade
| logo = Lucozade logo.svg
| image = Lucozade Original.jpg
| caption = Bottles of Lucozade Original
| manufacturer = [[Suntory]]
| type = [[Soft drink]]
| origin = United Kingdom
| region = [[Newcastle upon Tyne]]
| introduced = {{start date and age|1927}}
| website = {{url|lucozade.com}}
}}
'''Lucozade''' is a British brand of [[soft drink]]s and [[energy drink]]s manufactured and marketed by the Japanese company [[Suntory]]. Created as "Glucozade" by a [[Newcastle-upon-Tyne|Newcastle]] pharmacist, William Walker Hunter<ref name=Northern/> (trading as W. Owen & Son),{{efn|"LUCOZADE-—Word mark. Wares: Non-alcoholic and carbonated beverages of all kinds and essences and syrups for making same. William Walker Hunter, trading as W. Owen & Son, 151, Barras Bridge, Newcastle-uponTyne, England. NS."<ref name=CTD/>}} it was acquired by the pharmaceutical company [[Beecham Group|Beecham's]] in 1938 and sold as Lucozade, an energy drink for the sick.<ref name=Northern/> It was sold mostly in pharmacies up until the 1980s before it was more readily available as a [[sports drink]] across Britain.

A [[glucose]] and water solution, the product was sold until 1983 as a [[carbonated]], slightly orange-flavoured drink in a glass bottle wrapped in [[cellophane]].<ref name=Blythe>{{cite book|last1=Blythe|first1=Jim|title=Consumer Behaviour|date=2013|publisher=SAGE|isbn=978-1-4462-9032-3|page=404|url=https://books.google.com/books?id=2W5EAgAAQBAJ&pg=PA404|language=en}}</ref> Pharmacists sold it, children were given it when ill, and hospital visitors would regularly arrive with a bottle.<ref>{{cite news |last1=Delingpole |first1=James |title=Thanks, Jamie Oliver – you've stolen my childhood |url=https://beta.spectator.co.uk/article/thanks-jamie-oliver-you-ve-stolen-my-childhood |access-date=2 March 2020 |work=The Spectator |date=4 May 2017}}</ref><ref name=Taylor>{{cite book|last1=Taylor|first1=David|title=Brand Vision: How to Energize Your Team to Drive Business Growth|date=2007|publisher=John Wiley & Sons |isbn=978-0-470-06094-0|page=[https://books.google.com/books?id=Sd-dAFwrxNIC&pg=PA182 182]}}</ref>{{efn|"Dilly" (''Poppadom Preach'', 2011). "[Dr Johnson suspected that Egg had] picked up a bug of some sort. He said she needed plenty to drink, and suggested Lucozade. Suddenly I wished I was sick as well, because my friendship with Estie had given me a taste for Lucozade: the smell, the bright orange colour, the cellophane wrapping (which could later be used to make X-ray specs), the [[glugging]] as it left the bottle like a fizzy golden waterfall, the tiny bubbles jumping out of the glass and popping in the air."<ref>Khan, Almas (2011). ''Poppadom Preach''. Simon and Schuster, 21.</ref>{{pb}}
James Willocks and Wallace Barr (2004): "a rush of friends and relations clutching the traditional bunch of flowers and bottle of Lucozade".<ref name=Willocks>{{cite book|last1=Willocks|first1=James|last2=Barr|first2=Wallace|title=Ian Donald: A Memoir|date=2004|publisher=RCOG|isbn=978-1-904752-00-4|page=55|url=https://books.google.com/books?id=6GtmNEpf2fwC&pg=PA55|language=en}}</ref>{{pb}}
"[[Adrian Mole]]" (''The Lost Diaries of Adrian Mole, 1999–2001'', 2009): "Personally I think it was a great mistake to provide hospital patients with bedside telephones. They give their long-suffering relations no peace with their incessant, peevish demands for Lucozade and boxes of tissues."<ref>Townsend, Sue (2009). ''The Lost Diaries of Adrian Mole, 1999-2001''. Penguin UK, 70.</ref>}} It was [[rebranding|rebranded]] in 1978 as a "pick me up",<ref name=Taylor/> and as a sports drink in 1983, to associate it with health rather than sickness. The company switched to a [[plastic bottle]] and introduced a range of flavours.<ref name=Blythe/><ref>{{cite book|last1=Donovan|first1=Tristan|title=Fizz: How Soda Shook Up the World|date=2013|publisher=Chicago Review Press|isbn=978-1-61374-725-4|page=215|url=https://books.google.com/books?id=BTIFAQAAQBAJ&pg=PA215|language=en}}</ref> {{As of|2016}}, a 500 ml bottle contained 62 g (15.5 cubes) of [[sugar]], more than [[Coca-Cola]].<ref name=Campbell7May2016/> In 2017, to avoid [[Sugary drink tax|sugar tax]], the drink was reformulated to contain 22.5 g of sugar per 500 ml of liquid,<ref>{{cite news |last1=Cave |first1=Andrew |title=Lucozade Ribena Suntory boss: 'Our drinks can be fuel for healthier living' |url=https://www.telegraph.co.uk/business/2017/10/30/lucozade-cactus-juice-can-fuel-healthier-living/ |access-date=2 March 2020 |work=The Telegraph |date=30 October 2017}}</ref> as well as the artificial sweeteners [[aspartame]] and [[acesulfame potassium|acesulfame K]]. In 2023, it was reformulated again. It still contains the same amount of sugar, and features the sweeteners Acesulfame K, Sucralose [[sucralose]].<ref>{{Cite web |title=Lucozade Energy - Orange 24 x 380ml » Lucozade |url=https://www.lucozade.com/product/lucozade-energy/bottles/lucozade-energy-orange-24-x-380ml/149/ |access-date=7 August 2023 |website=www.lucozade.com}}</ref><ref>{{cite web |last=Beeson |first=James |date=2023-08-04 |title=Lucozade Energy gets 'more zingy' reformulation |url=https://www.thegrocer.co.uk/soft-drinks/lucozade-energy-gets-more-zingy-reformulation/681882.article |access-date=7 August 2023 |website=The Grocer }}</ref>

Lucozade is the highest-selling energy drink in Britain and Ireland,<ref>{{Cite web |title=Less Sugar for a Sweeter Future |url=https://www.lancaster.ac.uk/sci-tech/research/impact/less-sugar-for-a-sweeter-future/ |access-date=2025-09-13 |website=Lancaster University |language=en}}</ref><ref>{{Cite web |date=2024-06-12 |title=Good Buzz – Ireland's Top Five Energy Drinks |url=https://www.checkout.ie/a-brands/good-buzz-irelands-top-five-energy-drinks-211073 |access-date=2025-09-13 |website=Checkout |language=en}}</ref> and it has also been sold in markets in Africa, Asia, Australasia.<ref name="Marketing">{{cite book |title=Case Studies in Marketing |date=2011 |publisher=Pearson Education India |page=21}}</ref><ref>{{Cite web |last=Onu |first=Emele |title=Suntory Nigeria to Double Sales on Lucozade, Ribena Growth |url=https://www.bloomberg.com/news/articles/2018-05-09/suntory-nigeria-aims-to-double-sales-on-lucozade-ribena-growth |website=[[Bloomberg L.P.|Bloomberg]]}}</ref> In 1989, the Beecham Group merged to form SmithKline Beecham, which further merged in 2000 to form [[GlaxoSmithKline]]. In September 2013, GlaxoSmithKline sold Lucozade and another soft drink, [[Ribena]], to the Japanese drinks conglomerate [[Suntory]] for £1.35 billion.<ref name=Monaghan>Monaghan, Angela. [https://www.theguardian.com/business/2013/apr/24/lucozade-ribena-sale-glaxosmithkline-gsk "Ribena and Lucozade sold to Japanese drinks giant"], ''The Guardian'', 9 September 2013.</ref>

==History==
"Glucozade" was invented by William Walker Hunter in 1927 in [[Newcastle-Upon-Tyne|Newcastle]]; Hunter had taken over the business of pharmacist William Owen.<ref name=Northern>{{cite news|title=We did it first|url=http://www.thenorthernecho.co.uk/business/news/10317055.We_did_it_first/|work=The Northern Echo|date=27 March 2013|language=en}}</ref><ref name=CTD>{{cite web|title=Canadian Trademarks Details 0173483|url=http://www.ic.gc.ca/app/opic-cipo/trdmrks/srch/viewTrademark.html?id=0173483&lang=eng|publisher=Canadian Trademarks Database|access-date=11 November 2017|language=en}}</ref> Hunter sold the product to the [[Beecham Group]] in 1938 and it was eventually renamed Lucozade.<ref name=Northern/>

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" as used in the 1960s and 1970s<ref>{{Cite news |date=21 October 1964 |title=Lucozade AIDS RECOVERY |work=[[Daily Mirror]] |page=10}}</ref> was replaced by "Lucozade replaces lost energy". The glass bottle was replaced by a plastic ([[polyethylene terephthalate]] (PET)) one. After the re-branding, UK sales tripled to almost £75 million between 1984 and 1989.<ref name="Marketing"/> 

The Original Lucozade was joined by new flavoured varieties in 1986: Orange and Lemon. In 1990, Tropical became a fourth flavour.<ref name=":0">{{Cite web |title=Brand History |url=https://www.lucozade.co.uk/facts/default.aspx |archive-url=https://web.archive.org/web/20051024013754/https://www.lucozade.co.uk/facts/default.aspx |archive-date=2005-10-24 |access-date=2025-09-13 |website=www.lucozade.co.uk |quote=In 1986 the Original variant was joined by Orange and Lemon variants offering a wider choice for consumers.}}</ref> Lucozade underwent a major relaunch in 1996 with a new 300 mL bottle and a new Lucozade Energy logo.<ref name=":0" />

In 1989, the Beecham Group and SmithKline merged to form SmithKline Beecham,<ref>{{cite news|title=Profile: SmithKline Beecham|url=http://news.bbc.co.uk/2/hi/business/606830.stm|work=BBC|date=18 December 2000}}</ref> and in 2000 SmithKline Beecham and GlaxoWellcome merged to form [[GlaxoSmithKline]] (GSK).<ref>{{cite news|title=The Glaxo SmithKline merger|url=http://news.bbc.co.uk/2/hi/business/607187.stm|work=BBC News|date=17 January 2000}}</ref> In 2013, GSK put Ribena and Lucozade up for sale.<ref name="Neate">{{cite news |author=Rupert Neate |url=https://www.theguardian.com/business/2013/apr/24/lucozade-ribena-sale-glaxosmithkline-gsk |title=Lucozade and Ribena up for sale |newspaper=The Guardian |date=24 April 2013}}.</ref> [[Suntory]], a Japanese holding company, bought the brands in September for £1.35 billion.<ref name=Monaghan/> At the time of the sale, the product was manufactured in England at the Royal Forest Factory in [[Coleford, Gloucestershire|Coleford]], [[Gloucestershire]], in the [[Forest of Dean]].<ref name=Monaghan/>

==Commercials==
Originally as a health product, Lucozade's advertising slogan was "Lucozade. Aids recovery"  Following its rebranding as a sports drink, high-profile athletic figures in British pop culture have promoted Lucozade in [[Television advertisement|television commercials]], beginning with Olympic decathlon champion [[Daley Thompson]] in 1983, followed by sporting figures such as Olympic sprint champion [[Linford Christie]], footballers [[John Barnes]] and [[Alan Shearer]], rugby player [[Jonny Wilkinson]], and ''[[Tomb Raider]]'' heroine [[Lara Croft]].<ref name="Marketing"/>

==Purpose and effectiveness==
[[File:John Barnes in Kristiansund, Norway.jpg|thumb|upright|Sponsored by Lucozade, footballer [[John Barnes]] appeared in an early 1990s commercial, stating: "this is Isotonic Lucozade Sport, it gets to your thirst, fast".<ref>{{cite news |title=Superbrands case studies: Lucozade|url=https://www.campaignlive.co.uk/article/superbrands-case-studies-lucozade/232378 |access-date=31 August 2021 |work=Campaign Live}}</ref>]]
A stated purpose of sports drinks, which provide many [[calorie]]s of energy from sugars, is to improve performance and endurance. In an analysis{{when|date=August 2023}} by Matthew Thompson and colleagues from the Oxford Centre for [[Evidence Based Medicine]], 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.<ref>{{cite journal|last1=Back|first1=K|last2=Van Someren|first2=K|last3=Palmer|first3=Garry|title=One Hour Cycling Performance Is Not Affected By Ingested Fluid Volume|journal=International Journal of Sport Nutrition and Exercise Metabolism|date=2003|volume=13|issue=3|pages=333–342|doi=10.1123/ijsnem.13.3.333|pmid=14669933|url=https://eprints.kingston.ac.uk/id/eprint/7161/1/Van-Someren-K-7161.pdf}}</ref> 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".<ref name=telegraph>{{cite news |last=Adams |first=Stephen |title=Sugar-laden sports drinks cancel out exercise gain |url=https://www.telegraph.co.uk/news/health/news/9408844/Sugar-laden-sports-drinks-cancel-out-exercise-gain.html |access-date=16 September 2015 |work=The Daily Telegraph |location=London |date=19 July 2012}}</ref><ref>{{cite journal|last1=Heneghan|first1=C|last2=Perera|first2=R|last3=Nunan|first3=D|last4=Mahtani|first4=K|last5=Gill|first5=P|title=Forty years of sports performance research and little insight gained.|journal=BMJ (Clinical Research Ed.)|date=18 July 2012|volume=345|article-number=e4797|pmid=22810388|doi=10.1136/bmj.e4797|s2cid=39018130}}</ref>

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.<ref name="forms lucozade comes in">{{cite web |title=Lucozade |url=https://www.lucozadeenergy.com/our-products/tablets/orginal/ |website=lucozade |publisher=Lucozade Ribena Suntory Ltd |access-date=5 November 2020}}</ref>

The drinks are marketed as [[soft drink]]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".<ref name=telegraph/>

In May 2016, [[Liverpool City Council]] 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 [[Coca-Cola]] with 54 grams. Posters for the campaign were displayed in hospitals for a time.<ref name=Campbell7May2016>{{cite news|author=Denis Campbell | title=Liverpool in drive to name and shame fizzy drink brands|url=https://www.theguardian.com/society/2016/may/07/liverpool-fizzy-drink-brands-sugar-obesity|work=The Guardian|date=7 May 2016}}</ref>

In its original high-sugar formulation, Lucozade was recommended by British [[diabetes]] charities as an immediate treatment for [[hypoglycemia|hypoglycaemia]] in individuals who take [[insulin]].<ref>{{cite news|title=Hypoglycaemia (hypos)|url=http://www.londondiabetes.nhs.uk/about-diabetes/hypoglycaemia.aspx|access-date=8 May 2016|publisher=Guy's and St Thomas' NHS Foundation Trust and King's College NHS Foundation Trust |date=19 September 2016}}</ref><ref>{{Cite web|url=https://www.diabetes.co.uk/blog/2017/03/how-will-decreased-sugar-in-lucozade-affect-people-with-diabetes/|title=How will decreased sugar in Lucozade affect people with diabetes?|access-date=10 September 2017}}</ref> Since the drink now includes artificial sweeteners, guidelines have been amended to state that Lucozade should not be used to treat diabetic hypoglycaemia.<ref>{{cite news |title=New edition of hospital hypos guideline published |url=http://diabetestimes.co.uk/new-edition-hospital-hypos-guideline-published/ |access-date=2 March 2020 |work=Diabetes Times |date=4 March 2018}}</ref>

==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]], [[glucose]] syrup (25%), [[citric acid]] (E330), [[lactic acid]] (E270), [[flavouring]] (unspecified), [[preservative]]s ([[potassium sorbate]], [[sodium bisulphite]] (E-222)), [[caffeine]], [[antioxidant]] ([[ascorbic acid]]), colour ([[sunset yellow]] (E110), [[Ponceau 4R]]). After the reformulation to lower sugar in 2017, and another reformulation in 2023, Lucozade Original contains the sweeteners sucralose and acesulfame K.

A warning is printed on the packaging that the colouring may have an [[attention deficit hyperactivity disorder|adverse effect on activity and attention]] in children. Nutritional information for 380&nbsp;ml bottle: [[Food energy|energy]] 1129&nbsp;k[[joule]]s = 266&nbsp;[[kCal]]; [[protein]], [[fat]] and [[Dietary fibre|fibre]] nil; [[carbohydrates]] 65.4&nbsp;g of which [[sugar]]s 33.1&nbsp;g of which 65.4&nbsp;g glucose-based; and [[sodium]] trace.<ref name=label>Packaging of Lucozade Energy Original, 2013. Package printed with number 0502229/02</ref> Packaging also warns that spilt Lucozade may stain. A 380 ml bottle of Lucozade contains 46&nbsp;mg of caffeine,<ref>[https://www.lucozade.com/contact/ Lucozade.com]</ref> about as much as a cup of tea.

Lucozade contains 0.01% [[ethanol]] (alcohol), which meant that observant [[Muslim]]s [[Islamic dietary laws#Intoxicants|could not drink it]]. However, in 2004, the [[Muslim Council of Britain]] 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 [[Ethanol fermentation|fermentation]].<ref>{{cite news|url=http://news.bbc.co.uk/1/hi/uk/3527724.stm|title=Muslims get soft drinks go-ahead|publisher=[[BBC News]]| date=2 August 2004}}</ref>

==Variants==
'''Lucozade Energy'''
{{columns-list|colwidth=15em|
* Original 
* Orange
* Wild Cherry
* Wild Berry 
* Pink Lemonade
* Apple Blast
* Lemon
* Cloudy Lemon
* Tropical
* Mixed Berry 
* Strawberry
* Raspberry Ripple
* Watermelon & Strawberry
* Melonade <ref>{{cite web |last=Bamford |first=Vince |date=2013-08-04 |title=Lucozade Energy adds limited edition melon flavour |url=https://www.thegrocer.co.uk/lucozade-energy-adds-limited-edition-melon-flavour/347904.article |access-date=2024-05-20 |website=The Grocer }}</ref>
* Caribbean Crush
* Brazilian Mango & Mandarin
* Citrus Chill
* Citrus Clear
* Grafruitti
* Pineapple Punch
* Tropical Fusion
* Black Edition Cola
* Blackcurrant <ref>{{Cite web |title=Blackcurrant - Lucozade |url=https://lucozade.co.za/products/black-current-500ml/ |access-date=2024-05-20 |language=en-ZA}}</ref>
* Blue Burst<ref>{{cite web |last= |date=2024-02-06 |title=Lucozade turns blue with Blucozade |url=https://www.conveniencestore.co.uk/products/lucozade-turns-blue-with-blucozade/687941.article |access-date=2024-02-28 |website=Convenience Store }}</ref> }}

'''Lucozade Zero'''{{columns-list|colwidth=15em|
* Original 
* Orange
* Pink Lemonade
* Tropical}}

'''Lucozade Sport'''{{columns-list|colwidth=15em|
* Orange 
* Caribbean Burst
* Brazilian Guava
* Raspberry
* Cherry
* Mango & Passion Fruit 
* Fruit Punch ([[Anthony Joshua|AJ]] Edition)
* Low Cal - Orange
* Low Cal - Lemon & Lime
* Blue Force<ref>{{cite web |last= |date=2024-02-06 |title=Lucozade turns blue with Blucozade |url=https://www.conveniencestore.co.uk/products/lucozade-turns-blue-with-blucozade/687941.article |access-date=2024-02-28 |website=Convenience Store }}</ref>
* Ice Kick (Jude Bellingham Edition)}}

'''Lucozade Alert''' <ref>{{Cite web |last=Lucozade |title=Discover the Lucozade Alert soft drinks range from Lucozade |url=https://www.lucozade.com/brands/alert/ |access-date=2024-02-27 |website=Lucozade |language=en}}</ref>{{columns-list|colwidth=15em|
* Original
* Tropical Burst
* Cherry Blast
* Blue Rush}}

==Sponsorships==
[[File:2014 Women's Rugby World Cup - Samoa 14.jpg|thumb|Lucozade Sport during the [[2014 Women's Rugby World Cup]]]]
Lucozade Sport is a major sponsor of events, teams and athletes in the UK and Ireland, including the [[Amateur Rowing Association]] (ARA), [[FA Premier League]], [[FA Cup]], [[Rugby Football Union|England Rugby Football Union]], [[England national football team|England Football Team]], [[Republic of Ireland national football team|the Republic Of Ireland Football Team]], [[London Marathon|the London Marathon]], [[Parkrun]], [[Michael Owen]], [[Steven Gerrard]] and [[Damien Duff]].{{cn|date=August 2023}}

The [[McLaren]] Formula One team was previously sponsored by Lucozade. The brand has also sponsored Jamaican sprinter [[Asafa Powell]] since he first broke the 100 m World Record in 2005. They honoured his [[Beijing Summer Olympics]] achievements with a small function in October 2008.<ref>{{cite web|url=http://www.jamaica-gleaner.com/gleaner/20081029/sports/sports8.html|title=Lucozade honors Powell|publisher=Jamaica-gleaner.com|access-date=20 November 2011|archive-url=https://web.archive.org/web/20120320012123/http://jamaica-gleaner.com/gleaner/20081029/sports/sports8.html|archive-date=20 March 2012}}</ref>

Although soft drink representation in video games had appeared occasionally beforehand, the game [[Superfrog]] (originally released in 1993) featured Lucozade overtly, as a result of Lucozade sponsoring the game. Bottles of Lucozade are collectable power-ups which give the title character super powers.

==Collaborations==
[[File:Lucozade Zero - Rotunda Square, Bullring.jpg|thumb|A Lucozade Zero booth marketing a tie-in with Missguided in 2017 in Birmingham]]
In 2017, British fashion supplier [[Missguided]] 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.<ref>{{cite web |title=Lucozade Zero and Missguided partner for on-pack and experiential |url=https://www.promomarketing.info/lucozade-zero-missguided-partner-pack-experiential/ |website=IPM Bitesize |access-date=2 March 2020 |date=4 April 2017}}</ref>

==Explanatory notes==
{{Notelist}}

==References==
{{Reflist|25em}}

==External links==
* {{official|https://www.lucozade.com}}

{{Sports Drinks}}
{{Suntory}}
[[Category:Suntory brands]]
[[Category:Soft drinks]]
[[Category:British soft drink brands]]
[[Category:Japanese drink brands]]
[[Category:Irish drinks]]
[[Category:Energy drinks]]
[[Category:Sports drinks]]
[[Category:Products introduced in 1927]]