Boost revamps popular fruit punch flavour

Boost Drinks has expanded its popular Energy Stimulation range with the re-formulation of its Fruit Punch flavoured 250ml SKU.

The 3^rd largest selling energy stimulation brand is introducing a reformulated variant of its Fruit Punch flavour, which will replace the existing sugar-free variant of Fruit Punch.

Fruit Punch is one of the fastest-growing flavours in the energy drink category, growing at +28 percent YoY and accounting for 28 percent of unit sales in flavours. With 39 percent of stimulation shoppers making their purchase based on flavour.

Made up of punchy flavours including peach, passionfruit and banana, Boost’s fruit punch medley of flavours offers a point-of-difference against current SKUs in the category.

Available now in 65p price-marked packs (PMPs), the new offering continues to enable retailers to communicate great value amidst increased consumer price-consciousness⁴, whilst still delivering excellent margins to sellers.

Adrian Hipkiss, Marketing and International Business Director at Boost Drinks at Boost, said, “The energy stimulation market is very much driven by taste and flavours with consumers increasingly looking for flavoured variants when choosing an energy drink.

“We anticipate our new Fruit Punch flavour to be very popular with consumers, especially as we head towards the warmer months and demand for exotic flavour profiles continue to be in high demand.”

To support the NPD, Boost is activating a wide-ranging marketing communications programme for Boost Energy Fruit Punch including OOH and digital advertising, trade and consumer PR, press and influencer engagement, social media launch campaign, print and digital trade advertising, consumer and experiential sampling, depot activation, retailer and depot POS as well as featuring as part of the distribution drives across 2022.

The new Fruit Punch flavour is available in wholesalers nationwide in 24 x 250ml cases.