Why did Lucozade not launch in China?

I’ve always wondered why there is no Lucozade in China. There is Gatorade, types of Japanese drinks; Pocari Sweat and Amino Supli, as well as the local sports drink MiZone.

Lucozade was set to be launched by GSK in 2009, according to The Guardian, The FT, and GSK.

They say at the end of the paragraph in the FT that the drink would have been changed a bit for a more “intense flavour”. I presume that this means they would have added 3 tablespoons of sugar to each bottle, which is the standard for drinks companies here (Coke, Sprite and Fanta being almost un-drinkably sweet here – unless you dilute the standard drink with water).

This is hardly a big mystery but nonetheless, as with many things, it doesn’t make much sense. Lucozade are now sponsoring the Formula 1 team McLaren, so are clearly in some process or other of trying to attract new customers. A billion people that adore sweet drinks and can be manipulated by advertising based on celebrity sports figures seems like an ideal market.




Categories: Food


Foreigner in Shanghai


Subscribe to our RSS feed and social profiles to receive updates.

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: