Boost is accelerating growth in the fast-moving energy category with the launch of three new SKUs, responding directly to rising shopper demand for zero sugar options, flavour innovation and limited edition launches.
Landing in early 2026, the new range includes:
- Boost Zero Sugar Energy Citrus Zest
- Boost Zero Sugar Energy Dark Fruits
- Boost Limited Edition Energy White Peach
The launches come as the Sports & Energy category continues to grow. Now worth £3.1bn and growing at +11.1%[1], with Boost the third largest brand in stimulation energy[2] and outperforming the market with +14.0% growth in the latest 12 weeks[3].
Flavour remains a critical driver of choice, accounting for over a third of stimulation energy sales[4] with 40% of consumers actively looking for new flavours[5]. At the same time, demand for zero sugar energy drinks continues to accelerate, reflecting broader shifts towards lower-calorie options across soft drinks.
Boost’s two new Zero Sugar variants deliver bold, modern flavour profiles designed to broaden appeal and drive incremental sales, while White Peach, available as a limited edition, taps into the proven opportunities from time-limited flavours, creating a buzz in the chiller.
Consumer testing underlines the strength of the range, with 75% of shoppers saying they would definitely buy and 95% loving the taste[6].
Lisa McKenna, Brand Director for Boost at AG Barr, comments: “These latest launches help retailers tap directly into what energy shoppers want right now – exciting new flavours and zero sugar options that don’t compromise on taste. Limited editions, in particular, play a vital role in driving trial and excitement, while our Zero Sugar range supports retailers looking to meet evolving shopper needs.
“We’d advise retailers to stock all three flavours and ensure strong availability, particularly during peak trading periods. We’re confident these launches will help drive incremental sales and reinforce Boost’s reputation for great-tasting innovation within energy.”
[1] Circana, Value Sales, MAT to 1/11/25, Total Coverage
[2] Circana, Value Sales, MAT to 1/11/25, Total Coverage
[3] Circana, Value Sales, 12 wks to 1/11/25, Total Coverage
[4] Circana, Value Sales, MAT to 1/11/25, Total Coverage
[5] NIQ, Aug 2022
[6] Vypr consumer research Feb 2025
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