Suntory Food and Beverage sugar reduction journey

24 August 2023

Suntory Beverage & Food GB&I (SBF GB&I) is committed to having a positive impact on the lives of its consumers, providing them with a responsible choice of great tasting drinks and enabling them to lead more active lifestyles.


The company, one of the largest soft drinks suppliers in the UK market, started its reformulation and innovation journey in 2013. All its drinks, including Lucozade Energy, Lucozade Sport, Ribena and Orangina are now non-HFSS. The business has also introduced zero and reduced calorie alternatives for every brand and has developed and brought to market new lower-sugar drinks and sub-brands like Ribena Sparkling, Lucozade Sport FitWater and Lucozade Sport Zero Sugar. In 2020, SBF GB&I invested a further £13m into their factory in Coleford in the Forest of Dean to bolster its capacity to produce lower-sugar and non-HFSS drinks at pace.

In total, the company has reduced sugar by 57% on average across its core range - removing 25,500 tonnes of sugar and 98.1bn calories from people’s diets. That’s more than twice the UK industry average, with an average sugar content across their drinks now at 3.7g per 100ml.

Further embracing its company value of Growing for Good, SBF GB&I has also worked to get the nation moving more. In 2018, the business launched B Active, a three-year programme that used the power of sport and exercise to forge career paths and positively impact the lives of over 10,000 16-24 year olds living in underprivileged communities. The company’s £30m 3-year ‘Made to Move’ campaign fronted by Anthony Joshua OBE also inspired over 1.5 million people to be more active. As the 15th most culturally relevant sports brand in the world (Fan Intelligence Index, 2019), Lucozade Sport continues to unlock potential including as the Official Hydration Partner of all England Football Teams since 2006 and London Marathon’s longest continual sponsor for 23 years.