Anthony Joshua branded 'irresponsible' for promoting Lucozade energy drink


The ex-world heavyweight champ was branded “irresponsible” after he teamed up with Lucozade Sport to create a boxing-themed soft drink called Fruit Punch.

Joshua, 29, said he was axing all sugar and coffee from his diet last year.

At the time he declared: “Cut out sugar – diet is a massive issue when it comes to mental health.”

But the new apple and raspberry-flavoured drink, which is emblazoned with Joshua’s “Stay Humble” motto, contains 18.5g of sugar – equivalent to more than four-and-a-half teaspoons.

That’s almost the same amount of sugar as found in a chocolate custard doughnut from Krispy Kreme (19.3g).


Anthony Joshua

SLAMMED: Anthony Joshua was branded irresponsible for promoting the sugary drink (Pic: Alex Lentati / Evening Standard)

The NHS recommends that adults consume no more than 30g or seven teaspoons of sugar in one day.

Fighter Joshua crashed to a shock defeat earlier this month when he was knocked down four times by roly-poly Mexican-American fighter Andy Ruiz Jnr. 

The Brit is also the face of a £5million marketing campaign to promote the drink to the public.

The proud puncher said: “It’s not every day you launch a drink with your own face on it.

“Lucozade Sport aims to support every body that is made to move and I hope my new flavour will inspire even more people to get active.”


But Tam Fry, the chairman of the campaign group the National Obesity Forum, said: “Mr Joshua, as well as being a hypocrite, is irresponsible.

“Sports personalities and celebrities have a huge responsibility to their fans when promoting anything injurious to their health.”

A Lucozade Sport spokesman told us: “We do not condone or encourage excessive consumption of sugar.

“We use our brand to encourage exercise.

“Our Made to Move campaigns – including those featuring Anthony Joshua – have inspired over 1.5 million people to exercise in the last two years alone.”


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