Lucozade

Lucozade

Type	Sports drink
Manufacturer	GlaxoSmithKline
Country of origin	United Kingdom
Introduced	1927
Website	www.lucozade.com

Lucozade is an umbrella name for a series of energy and sports drinks, produced by GlaxoSmithKline in Gloucestershire. The former company became part of Beecham and, after the mergers of SmithKline and Beecham in 2000, GlaxoSmithKline.

In 1953, a factory was opened in Brentford, England, which, until 2004, had an iconic sign seen on the side of the M4 motorway (now in Gunnersbury Park Museum). Local people were reportedly upset when the sign was removed. A new and identical sign replaced the old sign in 2010. Lucozade (alongside Ribena) is now produced at the Royal Forest Factory at Coleford in the Forest of Dean.

Lucozade has a research arm known as The Lucozade Sports Science Academy, which has been carrying out nutritional research for over 30 years. It works in partnership with leading universities, coaches, nutritionists and sports professionals.

Products

Lucozade Energy

The original Lucozade, now branded Lucozade Energy, is an energy drink produced by GlaxoSmithKline in Gloucestershire. It was first manufactured in 1927 by William Owen, a chemist from Newcastle upon Tyne, who experimented for several years to provide a source of energy for those who were sick with common illnesses, like the common cold or influenza. It became available throughout the United Kingdom for use in hospitals under the name Glucozade. This was changed to Lucozade in 1929.

The product was sold in a glass bottle with a Cellophane wrap until 1983, when the advertising agency Ogilvy & Mather set about rebranding Lucozade as an energy drink. The rebranding was informed by several breakthrough insights by consumer psychologist Roy Langmaid, who recognised that there was a need to shift the brand's associations away from illness and towards empowerment. The slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy", and the ad campaign featured world and Olympic champion decathlete Daley Thompson, with a soundtrack of the Iron Maiden song Phantom of the Opera. The original packaging was changed to polyethylene terephthalate (PET) bottling. The effect of the rebranding was dramatic: between 1984 and 1989, the value of UK sales of the drink tripled to almost $115 million^{[citation needed]}.

One litre of Lucozade Energy contains 700 kCal and is 0.01% ethanol, which kept observant Muslims from being allowed to drink it until, in 2004, the Muslim Council of Britain decreed that no one would be committing a religious crime if they drank it. 500ml (one bottle) of Lucozade Energy typically contains 21 teaspoons of sugar (85g), which is a child's full guideline daily amount of sugar and nearly all of that of a woman's, so which has led to media criticism regarding public health. The sugar is now in the form of corn syrup (glucose/fructose) rather than pure glucose as was formerly the case (note this is the case even in Europe where almost all soft drinks contain naturally occurring sucrose rather than chemically manipulated corn syrup). This is somewhat bizarre since additional processing is required to convert the glucose syrup derived from corn to the less desirable glucose/fructose syrup.

Lucozade is not a suitable drink during episodes of diarrhoea. During diarrhoea a great deal of fluid and electrolytes (particularly sodium) are lost from the body. Because Lucozade is a high carbohydrate energy drink and contains relatively low levels of electrolytes, it is not suitable for fluid and electrolyte replacement. Therefore, it is not recommended during diarrhoea.

Flavours and variants

• Original
• Orange
• Cherry
• Apple
• Lemon
• Blackcurrant
• Tropical
• Black Edition Cola - Limited Edition (Oct 2011)

Citrus Clear (2012) At B&M

Past Flavours

• Citrus Clear
• Wild Berry

Previous Flavours

• Wild Berry
• Citrus Clear

Lucozade Sport

A range of still, fruit based, isotonic energy drinks, designed mainly for use during sports and physically demanding activities. Lucozade Sport Lite was released in 2011 and is a reduced sugar (70% less) and calorie alternative to the original Lucozade Sport, it contains sweeteners, aspartame and acesulfame K as a replacement of the lost sugar.

Flavours and variants

• Orange
• Mixed Citrus
• Raspberry
• Tropical
• Cherry
• Lemon
• Apple
• Blackcurrant
• Lite- Orange
• Lite- Lemon & Lime
• Lite- Cherry
• Sport- Orange
• Sport- Cherry
• Sport- Tropical

Lucozade Alert

A small 60ml shot of B-vitamins and caffeine, this contains no sugar, only 2 calories, and as of 2011 comes in only one flavour- Orange.

Sponsorships

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, England Rugby Football Union, England Football Team, The Republic Of Ireland Football Team, The London Marathon, parkrun, Michael Owen, Steven Gerrard, Damien Duff, Ronan O'Gara and Ben Wynne

Advertisements also appear in games, such as Superfrog, which features Lucozade as an energy-boosting power-up.

The Football Association

Lucozade Sport is the official drink of the Football Association and the Premier League. Lucozade Sport Football also has partnerships with three of the top Premier League clubs, Manchester United FC, Arsenal FC and Liverpool FC. Lucozade Sport has been the official drink of the FA Premier League since its inception in 1992. Lucozade Sport became the official drink of the FA in 2007. On the Lucozade Soccer website [1], in the Football Giveaways section [2], there are regular competitions to win FA Premier league tickets, as well as signed merchandise.

Big Brother UK

Lucozade was the sponsor of the tenth series of the British version of Big Brother.

In tennis

In 2004, Lucozade Sport became the official sports nutrition supplier of the Association of Tennis Professionals (ATP). In 2008, Lucozade Sport also became the official sports nutrition supplier of the Lawn Tennis Association in the United Kingdom and will show up at most professional events in the British tennis calendar.

Colin McRae: Dirt

In the game Colin McRae: Dirt, One of the players rally cars can have a Lucozade Livery. The car is a Peugeot 207 S2000.

Pro Evolution Soccer

In Pro Evolution Soccer 2011, the Lucozade Sport brand appears on the adboards for all matches played on the game that do not have an official league or cup license.

Lucozade appears on adboards again for Pro Evolution Soccer 2012, although this time it promotes Lucozade in general instead of its Sport brand.

External links

• Lucozade.com
• Lucozade Sport Science Academy
• Official Lucozade Shop