Boost is accelerating growth in its Sport drinks range with the launch of a limited edition Tropical Punch flavour, responding directly to increased shopper demand for flavour innovation and limited edition flavours.
The Sports & Energy category is now worth £3.1bn and growing at +11.1%[1]. Sports Drinks account for nearly 10% of the Energy Category with the top 2 sports drink brands accounting for 80% of all Sports Drinks sales2. Boost is #2 Sports Drink brand, growing at over 14%2 so is a must-stock brand for all retailers.
Lisa McKenna, Boost Brand Director at AG Barr, said: “Our Boost Sport Limited Edition flavours have been proven to drive excitement, delivering a 10% uplift in sales over the past 3 years[2]. Boost Sport launched Raspberry & Mango in 2023, Watermelon & Lime in 2024 and Cloudy Lemonade in 2025, appealing to the 40% of consumers actively looking for new flavours3.
“To continue this momentum, Tropical Punch will be supported with digital activation, sampling and bespoke toolkits for retailers available in June. We recommend that retailers prominently display the new Tropical Punch flavour next to other Boost Sport flavours in their energy fixture, to offer great tasting, great value choice to their shoppers and drive incremental sales.”
Boost is currently investing in a multi-million-pound campaign across the UK and Ireland, positioning the brand as a ‘no-brainer’ in the drinks category while championing its ‘straight up’ functionality and proven sales power.
Live until July 2026, the campaign is live on OOH advertising, digital and social media and the brand is also doing on the street sampling to over 500K consumers. It is focused on its core audience of 18–34-year-olds, reaching over 20 million consumers. This builds on Boost’s multi-year sponsorship with the rugby Super League creating further mass awareness and credibility for the brand within the performance sector.
[1] Circana, Value Sales, MAT to 07/03/26, Symbols & Independents
[2] Circarna | BOOST Sport | Unit Sales previous 3 years| Total Market | 52 w/e 16 August 2025
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