Entries by Dave Hoogakker

Background to labelling of sports foods

Back in 2014, an ad campaign by Lucozade was very eloquently entitled “Lucozade Sport vs Water.” In the video, two groups of athletes, one drinking water and one drinking Lucozade, are doing an endurance running test on a treadmill. Eventually, the “water only” athletes give up one by one, exhausted, while the Lucozade group keeps going […]