Boost Drinks has announced the exciting introduction of limited edition NPD in both its Energy and Sport ranges; Blue Raspberry Energy and Cloudy Lemonade Sport.
ENERGY
Leveraging its position as the third largest brand in Energy Stimulation, growing +15% in value vs. two years ago[1], Boost’s new Blue Raspberry limited edition is bringing excitement and incremental sales to the 250ml market.
The latest launch aligns with growing demand from consumers for new flavours. 40% of consumers are looking for new flavours within energy[2], and Blue Raspberry is an established and visually appealing flavour profile that appeals to both Millennial and Gen Z demographics, through nostalgia and modern relevance.
With 90% of consumers that have tried Boost’s Blue Raspberry Energy ‘’loving’’ the flavour[3], this exciting NPD drop offers huge opportunities for retailers to boost their sales and draw more shoppers to the sector.
SPORT
Sports is a category in which flavours drive excitement and growth, contributing £9m last year[4]. As the number two brand in Sports Drinks and growing +70% in value vs. 2 years ago[5], Boost has seen huge success with limited edition releases, with Raspberry & Mango in 2023 and Watermelon & Lime in 2024 both driving demand and increasing incremental sales in the category.
Boost Cloudy Lemonade Sport taps into the popular citrus flavour profile with a tasty twist. Cloudy lemonade flavour profiles have been growing in popularity in recent years with trends relating to authenticity and craft becoming more prevalent in soft drinks, and Boost is now offering retailers the chance to cash in on this with an exciting new 500ml product.
Adrian Hipkiss, Head of Energy Brands at AG Barr, says: “These latest limited edition launches across Energy and Sport are helping us provide an increasingly diverse range of drinks, that tap into multiple consumer trends and flavour desires. The two new flavours will build excitement in their respective rapidly growing categories, ultimately supporting our retail partners to drive more sales.
“Our limited edition launches in the Sports range have always been a huge success and Cloudy Lemonade will be no different, tapping into proven consumer interest in zesty flavours with something new and exciting. We are also very excited to be bringing a limited edition flavour to our Energy range, with Blue Raspberry offering another popular and trending new taste that appeals to a wide range of consumers.
“Limited editions create a buzz around the chiller, with shoppers keen to try before it’s gone and we will be supporting both new flavours with a social and sampling campaign. We’d advise retailers to stock up on both formats and ensure availability, particularly during peak times. We’re confident that these new additions will continue to delight consumers and reinforce our ongoing commitment to innovation and excellence within the energy and functional categories.”
[1] Circana S&I GB and Convenience NI 52 w/e data to 27/07/24. Total brand growth IRI all outlets 52 w/e 27/07/24
[2] Tastepoint 2024 Trends
[3] Vypr, Boost Energy Drinks, May 2024
[4] Circana IRI all outlets 52wk 3rd Aug 2024
[5] Circana S&I GB and Convenience NI 52w/e data to 27/07/24. Total brand. Growth IRI all outlets 52w/e 27/07/24
Comments are closed.