- Tropical Blitz and Apple & Raspberry Sugar-Free Energy have been introduced
- Plus, a brand new Limited Edition Watermelon & Lime Sport
- The launch of fresh new NPD across Energy and Sport aligns with current consumer trends and looks to build excitement in rapidly growing categories
Boost Drinks has announced the exciting introduction of NPD in both its Energy and Sport ranges; Tropical Blitz and Apple & Raspberry Sugar-Free Energy (250ml), and Limited Edition Watermelon & Lime Sport (500ml).
Leveraging its standing as the third largest brand in Energy Stimulation[1], Boost expands its Sugar Free Energy range with the introduction of two distinct flavours: Tropical Blitz and Apple & Raspberry. These additional flavours will complement Boost’s Original Sugar-Free Energy SKU and are being introduced at a time when the sugar-free energy drinks category is seeing a remarkable +23% YoY increase[2]. This highlights the growing trend in health-conscious consumers, with 1 in 3 now opting for more sugar-free beverages.[3]
Flavours now represent 32% of Energy Stimulation sales, marking a substantial +28% growth YoY[4], underscoring a considerable demand for new and existing taste variations within the Energy space. Boost aims to fulfil this increasing consumer preference with the launch of these unique flavours that offer variety and innovation to its Sugar Free Energy range.
The Sports Drinks Category continues to experience rapid success, currently sitting as the #1 fastest growing Soft Drinks Category[5], and with the demand for exciting flavour fusion at an all time high, Boost has announced the release of its latest Limited Edition sport flavour: Watermelon & Lime. Mixed Fruit and Berry flavours are fueling substantial growth in the category, with a performance increase of +30%[6]. Building on the remarkable success of the Limited Edition Raspberry & Mango flavour in 2023, which has now been integrated into the core range, the unveiling of this new flavour highlights Boost’s commitment to continually delivering innovative products that align with the increasing enthusiasm for limited edition drinks and bold flavours.
Boost Sport is at the forefront of the category’s growth pattern with +36% value growth YoY[7] and currently sits as the #2 Sports Drink brand in volume.[8] The launch of the new Limited Edition flavour provides an opportunity to make the most of consumer appetite and inject further buzz with a drink that delivers great taste and quality.
Harley Beecroft, Product Controller at Boost Drinks says: “These new launches across Sport and Energy provide an exciting opportunity for us to provide a diverse range of drinks that tap into the growing health and wellbeing agenda and increased demand for low/no sugar products whilst offering notable flavourful variety. Following outstanding success in both categories, we’re confident that these new additions will continue to delight consumers and help contribute to our ongoing commitment to innovation and excellence within the soft drink category.”
These ranges underscore Boost’s continual dedication to offer retailers the opportunity to communicate great value on fixture vs. the major multiples, in line with its Honest Broker approach that underpins Boost’s commitment to being a transparent and collaborative partner to wholesalers and retailers.
[1] RI Symbols & Indies 52 weeks value sales to 25/12/2022 Source: Total Market 52 weeks value sales to 25/12/2022 UK & NI
[2] Circana Symbols & Independents 52 weeks value sales to 23/03/24
[3] INK Quantitative Research Findings August 2022
[4] Circana Symbols & Independents 52 weeks value sales to 23/03/24
[5] Circana Symbols & Independents 52 weeks value sales to 23/03/24. Cousins Davis U&A Research
[6] Circana Symbols & Independents 52 weeks value sales to 23/03/24. Cousins Davis U&A Research
[7] Circana Total Market, S&I and Convenience NI 52 w/e value sales to 27/01/24
[8] Circana S&I and Convenience NI 52 w/e unit sales to 27/01/24
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