The Mango energy drink, derived from real fruit extract, comes in a 250ml 59p PMP format (in depots now), as the functional drinks brands looks to demonstrate its continued support to the independent convenience sector by offering retailers a clear point of difference in their stores over the major multiples.
The launch of the new SKU aims to attract new shoppers to the energy drinks fixture, with Mango the fastest-growing flavour in the category, seeing an impressive growth of +22% YOY. Flavours now contribute 30 per cent of energy stimulation sales, with more than a third of shoppers revealing they make their purchase based on flavours alone.
“To stay ahead of the curve, we continually evaluate consumer and market trends to identify the next exciting flavour to add to our range," said Simon Gray, Founder and Managing Director at Boost. "We are excited to bring innovation to the category, without compromising on our commitment to independent retailers and the promise of strong cash margins, something Boost is renowned for.”
To support the NPD launch and drive interest within the category, Boost is activating a comprehensive multi-channel marketing plan, targeting both trade and consumer audiences. This will include in-depot support such as sampling, experiential activity and Mango-specific distribution driving activity from May, to help land the product on-shelf. New POS in the form of Shelf Talkers and Wobblers will also be easily accessible via Boost’s new website and available free of charge for retailers, with Boost delivering this direct to stores.
Jo Taylorson