Understanding the 2023 Reformulation of Lucozade Original
For many years, Lucozade Original was a household name, known for its distinctive and sugary flavor. However, like many soft drink brands, Lucozade has undergone several changes, most notably a significant sugar reduction in 2017 to avoid the UK's sugar levy. While that change caused a backlash among some loyal consumers, the brand has continued to evolve. The most recent and impactful change came in August 2023 when Lucozade, under its parent company Suntory, rolled out a new formula based on feedback from 6,500 consumers.
The Key Flavor Change: Bolder and 'More Zingy'
According to Suntory, the primary goal of the 2023 reformulation was to enhance the drink's flavor, giving it a "more zingy" and bolder taste. This was achieved by tweaking the flavorings and, crucially, swapping out one artificial sweetener for another. While the 2017 reformulation reduced the sugar content by about 50%, the 2023 update focused on refining the taste profile within the existing low-sugar parameters. This was a direct attempt to win back consumers who may have been put off by the bitterness sometimes associated with artificial sweeteners, as well as to attract new customers.
Artificial Sweetener Shift: Aspartame to Sucralose
One of the most important technical changes in the 2023 formula was the replacement of aspartame with sucralose. The 2017 recipe used both aspartame and acesulfame K to compensate for the reduced sugar. However, in the latest version, sucralose has been used alongside acesulfame K. For some consumers, aspartame leaves a more noticeable chemical or bitter aftertaste, while sucralose is often perceived as having a taste closer to real sugar. This change likely contributed significantly to the new taste of Lucozade Original and its bolder, more rounded flavor profile.
A History of Taste Changes and Consumer Reactions
The Lucozade Original recipe has evolved dramatically over its history, often in response to market trends and regulations. The 2017 sugar reduction led to considerable consumer complaints and a drop in sales. In contrast, the 2023 reformulation, informed by extensive consumer research, appears to have been better received by the public. The company's focus on a "more zingy" taste was a direct response to feedback on the unique notes consumers associate with the brand. This highlights a broader trend in the beverage industry of continuously adapting products to meet changing consumer expectations while also navigating health-related government policies.
Navigating Controversies and Brand Evolution
The most controversial taste change was undoubtedly the 2017 sugar reduction. Many fans, accustomed to the high-glucose formula, felt the taste was severely compromised. Online forums and social media were flooded with complaints, with some customers even comparing the new taste to a cleaning product. This demonstrates the risks involved when tampering with an iconic product's formula. The 2023 change, by contrast, focused on improving the flavor within the existing low-sugar framework, signaling a more refined approach to brand evolution from Suntory.
New Lucozade Original vs. Old Taste
To help you understand the differences, here is a comparison table outlining the evolution of Lucozade Original's taste.
| Aspect | Original Pre-2017 Taste | Post-2017 (Pre-2023) Taste | New (Post-2023) Taste |
|---|---|---|---|
| Sugar Content | High (e.g., 8.7g per 100ml) | Lowered (e.g., 4.5g per 100ml) | Maintained (e.g., 4.5g per 100ml) |
| Sweeteners | Glucose Syrup only | Glucose Syrup, Aspartame, Acesulfame K | Glucose Syrup, Sucralose, Acesulfame K |
| Flavor Profile | Distinctively sweet and medicinal, with a strong, full-bodied taste. | Perceived by some as weaker, with a potentially noticeable artificial or bitter aftertaste. | Bolder and "more zingy," designed to be a more refined and elevated version of the unique flavor. |
| Aftertaste | No artificial aftertaste. | Some consumers reported a lingering, unpleasant artificial aftertaste. | Generally reported as cleaner and less artificial, thanks to the sweetener change. |
| Consumer Reaction | Highly beloved, iconic taste. | Significant backlash over the change in taste. | Mostly positive, praising the bolder flavor while accepting the lower sugar content. |
Conclusion
In conclusion, the new taste of Lucozade Original, introduced in August 2023, is a bolder, "more zingy" iteration of the product, achieved by replacing the artificial sweetener aspartame with sucralose. While the sugar content remains low, a legacy of the 2017 reformulation, the change was made to deliver a more refined flavor experience based on extensive consumer feedback. For long-time drinkers, the shift from the pre-2017 full-sugar version is still noticeable, but the most recent update is generally viewed as an improvement over the previous low-sugar recipe. Ultimately, the new recipe is an evolution designed to keep the iconic brand relevant in a competitive market that prioritizes flavor and lower sugar content. You can learn more about the industry-wide trends in soft drinks by visiting The Grocer at https://www.thegrocer.co.uk/.
A Quick Guide to the 2023 Lucozade Original Taste
This is not the first time Lucozade has changed its flavor, but it is the most consumer-informed update in years. The taste is a culmination of a sugar reduction in 2017 and a more recent, deliberate effort to improve the flavor profile using different artificial sweeteners. The result is a bolder and more refreshing drink that aims to satisfy contemporary palates while maintaining some of the brand's classic identity.
Key Takeaways:
- The new taste of Lucozade Original (Post-August 2023) is a bolder and more pronounced flavor compared to the previous low-sugar recipe.
- The 2023 recipe replaced the artificial sweetener aspartame with sucralose to improve the taste profile.
- The change was part of a larger, consumer-led innovation program by Suntory to refine the brand's core products.
- Consumer reception to the 2023 change has been generally more positive than the controversial sugar reduction in 2017.
Overall Impression: The new taste of Lucozade Original represents a significant step towards reclaiming a satisfying flavor, balancing lower sugar content with consumer preferences. It’s a worthy evolution for an iconic brand.
