Why Lucozade Alert Disappeared from Stores
For much of 2024, fans of Lucozade Alert faced frustratingly empty shelves across the UK and Ireland. The absence of the popular energy drink was not due to discontinuation but rather a series of severe production and supply chain problems faced by its manufacturer, Suntory Beverage & Food GB&I (SBF GB&I). The combination of industrial disputes and a tragic workplace incident created a perfect storm that severely impacted the availability of Lucozade products, including the Alert line.
Industrial Action Creates Initial Delays
The first sign of trouble began early in 2024. Workers at the Coleford factory, the primary production site for Lucozade, engaged in industrial action over a pay dispute. Members of the Unite union conducted strikes, causing temporary pauses and slowdowns in production. This initial disruption served as an early warning of potential shortages in the market. While the industrial action contributed to a tightening of supply, the worst was yet to come.
A Tragic Accident Halts Production
Compounding the issues from the industrial action, a far more serious event occurred in April 2024. A tragic workplace fatality at the Coleford factory prompted SBF GB&I to halt production across many of its product lines. This necessary pause was crucial for the relevant authorities, including the Health and Safety Executive, to conduct a thorough investigation. Reports indicated that production was stopped on at least 31 different Lucozade lines, a substantial portion of the factory's output. This had an immediate and significant impact on the volume of Lucozade products reaching the market, leading to empty shelves and frustrated customers.
The Aftermath: Consumer Impact and Recovery
The dual impact of the strike and the factory incident was felt across the entire supply chain. Retailers and wholesalers reported difficulties securing sufficient stock, leading to inconsistent availability. The core product lines were prioritized during the phased restart of production, with less common varieties and newer launches, like some Alert flavours, taking longer to return to full stock levels.
Throughout the latter half of 2024, SBF GB&I worked to systematically resume production and stabilize the supply. By late 2024, the situation had significantly improved, and by 2025, stock levels were largely back to normal. The company’s focus shifted back to growth and innovation, including new flavour launches for the Lucozade Alert brand.
Lucozade Alert vs. Lucozade Energy: A Comparison
To understand why some consumers felt a greater sense of loss for the Alert line, it helps to compare it with the classic Lucozade Energy drink. They are distinct products with different caffeine levels and target consumers.
| Feature | Lucozade Alert | Lucozade Energy |
|---|---|---|
| Target Audience | Adults seeking mental stimulation and focus. | General consumers and those needing a boost during activity. |
| Caffeine Content | High; 32mg per 100ml (160mg per 500ml can). | Low; 12mg per 100ml. |
| Primary Function | Mental alertness and concentration, aided by Vitamin B3. | Energy replacement from glucose for physical activity and sickness. |
| Sugar Content | Low calorie, typically non-HFSS compliant. | Reformulated to be lower in sugar due to sugar tax. |
| Flavours | Original, Tropical Burst, Cherry Blast, Blue Rush, etc.. | Original, Orange, and other long-standing variants. |
| Availability | Available and stable from early 2025. | Widely available, with supply recovering in 2025. |
The Return and Future of Lucozade Alert
By 2025, Lucozade Alert was not only back on the shelves but also saw new developments. SBF GB&I launched new flavours and marketing campaigns to re-engage consumers. For instance, a special-edition Mango Peachade Zero Sugar was launched in collaboration with boxer Anthony Joshua. This demonstrated a return to normal business operations and a strong commitment to the Alert brand's future. The company invested in marketing, including a social campaign featuring Joshua, to promote the revitalized Alert line. The supply chain issues of 2024 served as a major, but temporary, setback, and the brand has since refocused on growth and innovation. For more details on the beverage market's recovery, a trade blog like Torg offers valuable insight.
Conclusion
Ultimately, the disappearance of Lucozade Alert was a temporary but significant supply chain issue resulting from factory strikes and a tragic accident in 2024. The brand was never officially discontinued and has since made a full recovery, with production and innovation back on track as of 2025. The experience highlights the vulnerabilities in complex supply chains but also shows the resilience of a major brand in overcoming adversity. Fans can once again find their favourite high-caffeine Lucozade Alert flavours on shelves, along with new additions to the range.
