Zero sugar sports drink

In 2023, SBF GB&I launched Lucozade Sport Zero Sugar, which contains only 4kcal per serving and zero sugar and is its latest innovation in the popular and growing low-and-no sugar soft drinks segment. With 77% of the UK population taking part in regular exercise, it meets a consumer need for great tasting, low calorie, and zero sugar hydration.

Consumers have responded positively to Lucozade Sport Zero Sugar. In its first eight months on shelf, the new range delivered £8.5m in sales and grew faster than the total category.
The launch comes as part of SBF GB&I’s reformulation and innovation journey, which started in 2013. In this time the company has reduced sugar across its core drinks by 57%, removing 25,500 tonnes of sugar and more than 98bn calories. The average sugar content across its drinks is now 3.7g per 100ml.

All its drinks, including Lucozade Energy, Lucozade Sport, Ribena, and Orangina are non-HFSS and the business has also introduced zero sugar or reduced calorie alternatives for every brand. Alongside, it has developed and brought to market new lower-sugar drinks and sub-brands – the latest being Lucozade Sport Zero Sugar. In 2020, SBF GB&I invested a further £13m into its factory in Coleford in the Forest of Dean to bolster its capacity to produce lower-sugar and non-HFSS drinks at pace.