Lucozade
Encyclopedia
Lucozade is an umbrella name for a 6 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.
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.
One litre of Lucozade Energy contains 700 kCal
and is 0.01% ethanol
, which kept observant Muslim
s 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.
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.
(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 Jonny Wilkinson
.
Advertisements also appear in games, such as Superfrog
.
Lucozade also unofficially sponsors The Syndicate Project A YouTube channel that frequently mentions the product. That is well known for its popular videos of Call Of Duty
and Minecraft
.
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 http://www.lucozade.com/football, in the Football Giveaways section http://www.lucozade.com/football/footballgiveaways.aspx, there are regular competitions to win FA Premier league tickets, as well as signed merchandise.
of the British version of Big Brother
.
(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.
, One of the players rally cars can have a Lucozade Livery. The car is a Peugeot 207 S2000.
, 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.
GlaxoSmithKline
GlaxoSmithKline plc is a global pharmaceutical, biologics, vaccines and consumer healthcare company headquartered in London, United Kingdom...
in Gloucestershire
Gloucestershire
Gloucestershire 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 former company became part of Beecham
Beecham (pharmaceutical company)
Beecham was a British pharmaceutical company. It was once a constituent of the FTSE 100 Index. Beecham, after having merged with SmithKline Beckman, merged with GlaxoWellcome to become GlaxoSmithKline .-History:...
and, after the mergers of SmithKline and Beecham in 2000, GlaxoSmithKline.
In 1953, a factory was opened in Brentford
Brentford
Brentford is a suburban town in west London, England, and part of the London Borough of Hounslow. It is located at the confluence of the River Thames and the River Brent, west-southwest of Charing Cross. Its former ceremonial county was Middlesex.-Toponymy:...
, England, which, until 2004, had an iconic sign seen on the side of the M4 motorway
M4 motorway
The M4 motorway links London with South Wales. It is part of the unsigned European route E30. Other major places directly accessible from M4 junctions are Reading, Swindon, Bristol, Newport, Cardiff and Swansea...
(now in Gunnersbury Park
Gunnersbury Park
Gunnersbury Park is a park in the Brentford ward of the London Borough of Hounslow, in west London, England. Purchased for the nation from the Rothschild family, it was opened to the public by Neville Chamberlain, then Minister of Health, on 21 May 1926...
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
Ribena
Ribena is a British brand of fruit-based uncarbonated soft drink, carbonated soft drink and fruit drink concentrate produced by GlaxoSmithKline. The original and most common variety contains real blackcurrant juice.- History :...
) is now produced at the Royal Forest Factory at Coleford
Coleford, Gloucestershire
Coleford is a small market town in Gloucestershire, England in the west of the Forest of Dean with a population of 8,351 . It is situated some four miles east of the Welsh border, and is close to the Wye Valley, a popular walking and canoeing area...
in the Forest of Dean
Forest of Dean
The Forest of Dean is a geographical, historical and cultural region in the western part of the county of Gloucestershire, England. The forest is a roughly triangular plateau bounded by the River Wye to the west and north, the River Severn to the south, and the City of Gloucester to the east.The...
.
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.
Lucozade Energy
The original Lucozade, now branded Lucozade Energy, is an energy drinkEnergy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
produced by GlaxoSmithKline
GlaxoSmithKline
GlaxoSmithKline plc is a global pharmaceutical, biologics, vaccines and consumer healthcare company headquartered in London, United Kingdom...
in Gloucestershire
Gloucestershire
Gloucestershire 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....
. It was first manufactured in 1927 by William Owen, a chemist from Newcastle upon Tyne
Newcastle upon Tyne
Newcastle upon Tyne is a city and metropolitan borough of Tyne and Wear, in North East England. Historically a part of Northumberland, it is situated on the north bank of the River Tyne...
, who experimented for several years to provide a source of energy for those who were sick with common illnesses, like the common cold
Common cold
The common cold is a viral infectious disease of the upper respiratory system, caused primarily by rhinoviruses and coronaviruses. Common symptoms include a cough, sore throat, runny nose, and fever...
or influenza
Influenza
Influenza, commonly referred to as the flu, is an infectious disease caused by RNA viruses of the family Orthomyxoviridae , that affects birds and mammals...
. 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
Cellophane
Cellophane is a thin, transparent sheet made of regenerated cellulose. Its low permeability to air, oils, greases, bacteria and water makes it useful for food packaging...
wrap until 1983, when the advertising agency Ogilvy & Mather
Ogilvy & Mather
Ogilvy & Mather is an international advertising, marketing and public relations agency based in Manhattan and owned by the WPP Group. The company operates 497 offices in 125 countries with approximately 16,000 employees.-History:...
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
Daley Thompson
Francis Morgan Ayodélé "Daley" Thompson CBE , is a former decathlete from England. He won the decathlon gold medal at the Olympic Games in 1980 and 1984, and broke the world record for the event four times....
, with a soundtrack of the Iron Maiden
Iron Maiden
Iron Maiden are an English heavy metal band from Leyton in east London, formed in 1975 by bassist and primary songwriter Steve Harris. Since their inception, the band's discography has grown to include a total of thirty-six albums: fifteen studio albums; eleven live albums; four EPs; and six...
song Phantom of the Opera
Phantom of the Opera (song)
"Phantom of the Opera" is a song from Iron Maiden's self-titled debut album. It was written by Steve Harris. It is the fourth track from the original US & UK album releases, and was the fifth track from the remastered 1998 release CD. It is based on the French novel The Phantom of the Opera by...
. The original packaging was changed to polyethylene terephthalate
Polyethylene terephthalate
Polyethylene terephthalate , commonly abbreviated PET, PETE, or the obsolete PETP or PET-P, is a thermoplastic polymer resin of the polyester family and is used in synthetic fibers; beverage, food and other liquid containers; thermoforming applications; and engineering resins often in combination...
(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.
One litre of Lucozade Energy contains 700 kCal
KCAL
KCAL may refer to:*KCAL , a radio station licensed to Redlands, California, United States*KCAL-FM, a radio station licensed to Redlands, California, United States...
and is 0.01% ethanol
Ethanol
Ethanol, also called ethyl alcohol, pure alcohol, grain alcohol, or drinking alcohol, is a volatile, flammable, colorless liquid. It is a psychoactive drug and one of the oldest recreational drugs. Best known as the type of alcohol found in alcoholic beverages, it is also used in thermometers, as a...
, which kept observant Muslim
Muslim
A Muslim, also spelled Moslem, is an adherent of Islam, a monotheistic, Abrahamic religion based on the Quran, which Muslims consider the verbatim word of God as revealed to prophet Muhammad. "Muslim" is the Arabic term for "submitter" .Muslims believe that God is one and incomparable...
s from being allowed to drink it until, in 2004, the Muslim Council of Britain
Muslim Council of Britain
The Muslim Council of Britain is a self-appointed umbrella body for national, regional, local and specialist organisations and institutions from different ethnic and sectarian backgrounds within British Islamic society. It was established in 1997 to help Muslims, to increase education about the...
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 Crush
- Black Edition Cola - Limited Edition (Oct 2011)
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
Aspartame
Aspartame is an artificial, non-saccharide sweetener used as a sugar substitute in some foods and beverages. In the European Union, it is codified as E951. Aspartame is a methyl ester of the aspartic acid/phenylalanine dipeptide. It was first sold under the brand name NutraSweet; since 2009 it...
and acesulfame K as a replacement of the lost sugar.
Flavours and variants
- Orange
- Mixed Citrus
- Raspberry
- Tropical
- Cherry
- Lite- Orange
- Lite- Lemon & Lime
- Lite- Cherry
- Lite- Blackcurrant
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 AssociationAmateur Rowing Association
British Rowing, formerly the Amateur Rowing Association , is the governing body in England for the sport of rowing. It is also responsible for the development and organisation of international rowing teams representing Great Britain...
(ARA), FA Premier League
FA Premier League
The Premier League is an English professional league for association football clubs. At the top of the English football league system, it is the country's primary football competition. Contested by 20 clubs, it operates on a system of promotion and relegation with The Football League. The Premier...
, FA Cup
FA Cup
The Football Association Challenge Cup, commonly known as the FA Cup, is a knockout cup competition in English football and is the oldest association football competition in the world. The "FA Cup" is run by and named after The Football Association and usually refers to the English men's...
, England Rugby Football Union
Rugby Football Union
The Rugby Football Union was founded in 1871 as the governing body for the sport of rugby union, and performed as the international governing body prior to the formation of the International Rugby Board in 1886...
, England Football Team
England national football team
The England national football team represents England in association football and is controlled by the Football Association, the governing body for football in England. England is the joint oldest national football team in the world, alongside Scotland, whom they played in the world's first...
, The Republic Of Ireland Football Team
Republic of Ireland national football team
The Republic of Ireland national football team represents Ireland in association football. It is run by the Football Association of Ireland and currently plays home fixtures at Aviva Stadium in Dublin, which opened in May 2010....
, The London Marathon
London Marathon
The London Marathon is one of the biggest running events in the world, and one of the five top world marathons that make up the World Marathon Majors competition, which has a $1 million prize purse. It has been held each spring in London since 1981. The race is currently sponsored by Virgin Money,...
, parkrun
Parkrun
parkrun is the name given to a collection of 5 km running events that take place every week in several different countries. They are free to take part in and require runners to register on-line for a unique athlete number and to print their own identification barcode before taking part.parkrun...
, Michael Owen
Michael Owen
Michael James Owen is an English professional footballer who plays as a striker for Manchester United.The son of former footballer Terry Owen, Owen began his senior career at Liverpool in 1996. He progressed through the Liverpool youth team and scored on his debut in May 1997...
, Steven Gerrard
Steven Gerrard
Steven George Gerrard MBE is an English footballer who plays for and captains Premier League club Liverpool. He also has 89 caps for the England national team. He has played much of his career in a centre midfielder role, but he has also been used as a second striker and right winger...
, Damien Duff
Damien Duff
Damien Anthony Duff is an Irish footballer who plays for Premier League team Fulham and the Republic of Ireland national football team. With Ireland he has participated in the 2002 FIFA World Cup and helped his team qualify for UEFA Euro 2012...
, Ronan O'Gara
Ronan O'Gara
Ronan John Ross O'Gara is an Irish rugby union player, playing at fly-half for both Munster and Ireland. He is the all time highest point scorer for both Munster and Ireland. In addition to his prolific point-scoring, he has captained Munster, Ireland and the British and Irish Lions...
and Jonny Wilkinson
Jonny Wilkinson
Jonathan Peter "Jonny" Wilkinson OBE is an English rugby union player and member of the England national team. Wilkinson rose to acclaim from 2001 to 2003, before and during the 2003 Rugby World Cup and was acknowledged as one of the world’s best rugby players...
.
Advertisements also appear in games, such as Superfrog
Superfrog
Superfrog is a 2D Platform game developed for the Amiga by Team17 Software in 1993, then converted for the PC by Bubball Systems in 1994. The Amiga version was popular enough to spawn an Amiga CD32 version, which could also be played on some Amiga computers fitted with a CD drive.- Story :The...
.
Lucozade also unofficially sponsors The Syndicate Project A YouTube channel that frequently mentions the product. That is well known for its popular videos of Call Of Duty
Call of Duty
Call of Duty is a first-person shooter video game developed by Infinity Ward and published by Activision in 2003. It is the first game in a series with the same name. The game simulates the infantry and combined arms warfare of World War II. The game is based on the Quake III: Team Arena engine...
and Minecraft
Minecraft
Minecraft is a sandbox-building independent video game written in Java originally by Swedish creator Markus "Notch" Persson and now by his company, Mojang, formed from the proceeds of the game. It was released as an alpha on May 17, 2009, with a beta version on December 20, 2010...
.
The Football Association
Lucozade Sport is the official drink of the Football AssociationThe Football Association
The Football Association, also known as simply The FA, is the governing body of football in England, and the Crown Dependencies of Jersey, Guernsey and the Isle of Man. It was formed in 1863, and is the oldest national football association...
and the Premier League. Lucozade Sport Football
Lucozade Sport Football
Lucozade Sport began its Association with Football in 1990. Since then it has built relationships with a number of different clubs, players and institutions....
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 http://www.lucozade.com/football, in the Football Giveaways section http://www.lucozade.com/football/footballgiveaways.aspx, 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 seriesBig Brother 2009 (UK)
Big Brother 2009, occasionally referred to as Big Brother 10, was the tenth series of the British reality television series Big Brother. It began on 4 June 2009 and was aired on Channel 4 and E4 for 93 days, concluding on 4 September when Sophie "Dogface" Reade was crowned the winner with 74.4% of...
of the British version of Big Brother
Big Brother (UK)
Big Brother UK is the British version of the Dutch Big Brother television format, which takes its name from the character in George Orwell's 1948 novel Nineteen Eighty-Four...
.
In tennis
In 2004, Lucozade Sport became the official sports nutrition supplier of the Association of Tennis ProfessionalsAssociation of Tennis Professionals
The Association of Tennis Professionals or ATP was formed in 1972 by Donald Dell, Jack Kramer, and Cliff Drysdale to protect the interests of male professional tennis players. Since 1990, the association has organized the worldwide tennis tour for men and linked the title of the tour with the...
(ATP). In 2008, Lucozade Sport also became the official sports nutrition supplier of the Lawn Tennis Association
Lawn Tennis Association
The Lawn Tennis Association is the national governing body of tennis in Great Britain, the Channel Islands and the Isle of Man.As the governing body, the LTA is responsible for the coaching and development of junior players, offering courses and qualifications on coaching, as well as the...
in the United Kingdom and will show up at most professional events in the British tennis
Tennis
Tennis is a sport usually played between two players or between two teams of two players each . Each player uses a racket that is strung to strike a hollow rubber ball covered with felt over a net into the opponent's court. Tennis is an Olympic sport and is played at all levels of society at all...
calendar.
Colin McRae: Dirt
In the game Colin McRae: DirtColin McRae: Dirt
Colin McRae: Dirt has received largely positive reviews, IGN UK and U.S. awarding it a 9.0 and a 8.4, respectively. It has also received 9.0 from Official Xbox Magazine, 8.3 from GameSpot for the Xbox 360 and PC versions and 8.5 for the PlayStation 3 version, and 8 from Edge...
, 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 2011Pro Evolution Soccer 2011
Pro Evolution Soccer 2011 is an association football video game in the Pro Evolution Soccer series developed and published by Konami with production assistance from the Blue Sky Team...
, 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
Pro Evolution Soccer 2012
Pro Evolution Soccer 2012 is a video game which is the eleventh edition in the Pro Evolution Soccer series developed and published by Konami with production assistance from the Blue Sky Team...
, although this time it promotes Lucozade in general instead of its Sport brand.