FORMER world heavyweight boxing champ Anthony Joshua has been pummelled again – for promoting a ‘sugary’ drink made at Coleford’s Lucozade Ribena Suntory factory.

Joshua, who was dethroned in a shock defeat to Andy Ruiz Jnr in Madison Square Garden, New York, last month, has been criticised by health campaigners for heading up a £5m marketing campaign for the new Lucozade Sport soft drink Fruit Punch.

Last year, Joshua, 29, said he was cutting out all sugar and coffee from his diet.

But campaigners say the apple and raspberry drink he is promoting has 18.5g of sugar, equal to nearly five tea spoons.

National Obesity Forum chairman Tam Fry 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,” he stormed.

Lucozade Ribena Suntory has made much of promoting healthier drinks in recent years through reduced sugar levels.

And last year, Josh- ua himself pledged to: “Cut out sugar – diet is a massive issue when it comes to mental health.”

The NHS recommends that adults keep their sugar intake below 30g a day, which is equal to about seven teaspoons.

The company says Fruit Punch contains carbohydrates and electrolytes to boost hydration and maintain performance during endurance exercise.

And a Lucozade Sport spokesperson said: “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.”

As part of the promotion, Joshua says: “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.”

Launching the brand, he said: “Working together with Lucozade Sport on Fruit Punch has been a fantastic experience.

“I have learnt so much and I’m glad to have been able to put my name to something so delicious.

“It combines two of my favourite flavours to make a refreshing drink, but maintains Lucozade Sport’s winning formula.

“Hopefully boxing and fitness fans out there will like the new drink as much as I do,” he said.