Lucozade stays alert
GlaxoSmithKline is confident that it will not fall foul of the nutrient profiling clause in the Nutrition and Health Claims Regulation with its new Lucozade Alert drink.
The product, which claims to give consumers a "mental edge", has been formulated with 4.1% carbohydrate (of which 3.9% is sugars), said the firm. "We believe it will be below the level set in nutrient profiles for drinks, hence allowed to make health claims."
Lucozade Energy, which has a higher sugar content, does not make health claims, but does talk about 'high energy', which GSK is hoping will be added to the annex of nutrition claims allowed under the Regulation. Currently, only reduced energy and energy-free claims are included.
However, if high energy claims are permitted, they will have to be accompanied by 'high sugar' labels if drinks fail to meet the nutrient profile for sugar.
