A MULTI-million pound investment in Lucozade Ribena Suntory’s (LRS) Coleford factory has launched a “game changing” revolution in the soft drinks industry, according to the company’s boss.

The Forest plant, where Lucozade has been made since the 1950s, has been upgraded to slash the sugar in the company’s drinks.

Chief executive Peter Harding took the decision to cut the calorie content by more than half in Lucozade, Ribena and Orangina drinks two years ago, before the announcement of the sugar tax, in an industry-leading initiative.

The 53-year-old father-of-four, who used to run marathons, said he had had enough of being “beaten up” by the likes of celebrity chef Jamie Oliver, and the firm decided to get back to the healthy origins of its products by going sugar-light, and even sugar-free.

Around 25,500 tons of sugar – equal to 580 lorry loads – and an incredible 98 billion calories has been eliminated from annual Lucozade and Ribena production, by reducing sugar content from between 10g and 11g per 100ml to 4.5g.

And to make the changes, a 60 per cent increase in capital investment was poured into the Coleford plant, which employs 350 people, some of them third generation workers.

The company’s healthy outlook extends to its production hub, according to Mr Harding, who says it is “one of the safest factories in the industry.”

In an interview with The Daily Telegraph about its drinks revolution, Mr Harding added: “We’re hoping this changes customers’ behaviour. We see opportunities in the UK marketplace for companies that can deliver lower-sugar and healthier brands.”

In so doing, he sees it as a return to the historical healthy roots of the drinks.

Lucozade was launched in 1927 by Newcastle-based chemist William Owen as an energy drink for those suffering from colds and the flu.

Vitamin C-rich Ribena followed six years later when it was created by Bristol University scientist Vernon Charley, although it was another five years before it was marketed, just in time for children to be given it free during the Second World War.

“We asked what the founders would think of where the business stood, compared to the purpose they originally had, and we didn’t think they would be too impressed,” the company boss told the national newspaper. “We needed to make a radical change.

“We have redesigned the purpose of this company by embracing what the founders really wanted.”

LRS, which was bought by Japanese giant Suntory three years ago, has a £500m annual UK turnover with nine per cent of the soft drinks market, and claims it is second to Coca-Cola in national sales.

“We’re probably not going to change the world ourselves, but if we can demonstrate that it’s possible to make these changes and provide a lead for the rest of the food and drink industry and show that it can be done, then maybe other people will come with us,” added Mr Harding.

The firm says it is continuing to expand its range of healthy products, including a “cactus water” drink the company boss discovered being made in the Arizona desert, while backing its healthy living stance, it has also launched a £30m ‘Made to Move’ campaign inspiring people to do more exercise.