Lucozade is an umbrella name for a series of energy and sports drinks that are produced by GlaxoSmithKline. Lucozade (along side Ribena) is currently being produced at the Royal Forest Factory in Coleford, Gloucestershire, in the Forest of Dean, United Kingdom.
“Glucozade” was first manufactured in 1927 by William Owen, a chemist fromNewcastle 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 Britain for use in hospitals under the name Glucozade. This was changed to Lucozade in 1929.
In 1953, a factory for the production of Lucozade products 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 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 was sold in a glass bottle with a Cellophane wrap until 1983, when Lucozade was rebranded as an energy drink to shift the brand’s associations away from illness. The slogan “Lucozade aids recovery” was replaced by “Lucozade replaces lost energy”. The glass bottle was replaced by a plastic (polyethylene terephthalate, PET) one. After the rebranding, between 1984 and 1989 UK sales tripled to almost £75 million.
In 2013, Lucozade along with Ribena was put up for sale by its founderGlaxoSmithKline. Sir Andrew Witty (Chief Executive of GlaxoSmithKline) said that “there has been a lot of interest for the two brands”. Analysts say that the deal could reach £1bn.