Lucozade is an energy drink containing glucose syrup and is produced by GlaxoSmithKline plc in Gloucestershire. It was first manufactured in 1927 by a Newcastle chemist, who experimented for several years to provide a source of energy for those who are sick. It became available throughout the UK for use in hospitals under the name Glucozade. This was changed to the recognizable Lucozade in 1929.
The company then became part of the Beecham and after mergers, by SmithKline Beecham, then in 2000, GlaxoSmithKline. In 1953, a factory was opened in Brentford, which (until 2004) had an iconic sign seen next to the side of the M4 (now in Gunnersbury Park Museum). People in Brentford were apparently deeply upset when the sign was removed. Lucozade (with Ribena) is now made at the Royal Forest Factory at Coleford in the Forest of Dean.
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 slogan "Lucozade aids recovery" was replaced by "Lucozade replaces lost energy", and the ad campaign featured the 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 re-branding was dramatic: between 1984 and 1989, the value of UK sales of the drink tripled to almost $150 million.
Lucozade is available in Original, Orange, Lemon, Tropical, Apple and Wild Berry flavours.
Lucozade Sport is a sports drink containing glucose, first produced in 1990. Since then, they have produced a number of other related products including Sport Carbo Gel, Energy Bars, and Hydro Active.
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, England Rugby Football Union, The Irish Football Team, The London Marathon, Michael Owen, Steven Gerrard, Damien Duff, James Cracknell, and Jonny Wilkinson.
Lucozade Sport can now be purchased on-line at their sport science shop . The powder is made on Stoke Poges Lane in Slough at the same factory that makes Horlicks.
Lucozade is a quick-acting carbohydrate that can be used to treat hypoglycaemia. To substantiate the new claims on bottles of Lucozade that it is 'brain and body' energy there are now significant levels of caffeine present in the Lucozade Solstis variety, making it unsuitable to persons sensitive to this ingredient. Lucozade Solstis is an analogue to Red Bull with taurine added.
GlaxoSmithKline UK Limited,
980 Great West Road,
Middlesex TW8 9GS
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