Lucozade is one of the most well known brands of energy drink. Lucozade Sport is a major sponsor of events, teams and athletes in the UK and Ireland including currently the FA Premier League, FA Cup, England Rugby Football Union, England Football Team, The London Marathon, Michael Owen, Steven Gerrard, Damien Duff, and Jonny Wilkinson.
It was first manufactured in 1927 by a Newcastle chemist, 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 Lucozade was rebranded as an energy drink. The rebranding was informed by several breakthrough insights by consumer psychologist Roy Langmaid who recognised there was a need to shift the brand associations away from illness and towards empowerment. The effect of the rebranding was dramatic: between 1984 and 1989, the value of UK sales of the drink tripled to almost $115 million.
Lucozade's research arm has been carrying out Sports Nutrition research for over 30 years in association with leading universities, coaches, nutritionists and sports professionals.
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