Boost, the owner of second largest stimulation energy SKU in the UK and the fastest growing sports drink, is moving into a new category in 2020. Following an incredibly successful 2019, Boost is extending its position in the market and will now be providing great tasting, top quality chilled coffee at a fraction of the price of the brand leader. unveiling two new SKUs in the fastest growing functional drinks category, chilled ready to drink coffee1.
Launching in March, Boost is unveiling two new SKUs in the fastest growing functional drinks category, chilled ready to drink coffee2. The successful soft drinks business is moving into the new category following research that highlighted the growing demand for RTD coffee in the independent and convenience channel. Out of home hot and cold coffee sales are up 54% in the last year and the category is the fastest growing functional drinks category with a growth of 27%. The category is already worth over £110 million, 66% of UK 18-24 year-old coffee drinkers see chilled coffee as a good alternative to sugary drinks.
Boost has created two great tasting SKUs, using exclusive production techniques to ensure a smooth tasting, quality product that offers extended shelf life compared to other brands. Boost will be offering the Boost Iced Coffee Caffe Latte and Double Espresso in a £1 PMP. The new SKUs continue to do things the Boost way, creating great tasting products with good margins.
The two new Boost Iced Coffee SKUs are:
- Boost Iced Coffee Caffe Latte
- Boost Iced Coffee Double Espresso
Simon Gray, Founder and Managing Director at Boost, said: “2019 saw Boost go from strength to strength but in order to remain ahead of the curve we continuously invest in new product development to ensure we’re offering a wide range of high-quality functional drinks that will support retailers in increasing sales.
“Chilled coffee is the fastest growing functional drink category in the Symbol and Indies channel. At Boost, we saw the potential to create a standout, quality product in what is already a high performing category.
“It will allow us to enhance our functional drinks positioning and continue to proudly support independent retailers as we have done since 2001. We’re confident our products will continue to challenge the market and be enjoyed by consumers across the UK.”
Boost will be incorporating wide-ranging marketing support for the NPD launch including trade and consumer PR, print advertising, sampling and POS with an immediate focus on distribution.
The new Boost Coffee range will be available in wholesale from 1st March in 12 x250ml cases. The products are offered as a £1 PMP and a NPMP.
 IRI Marketplace Data Symbols and Independents 52 weeks unit sales to 1st December 2019, England, Scotland, Wales and NI Convenience / Where stocked is based on IRI Marketplace data as above where skus are in at least 10% of convenience stores. Boost own read of wholesale shipments data via multiple sources 52 weeks volume to end of September 2019
 British Coffee Association – UK coffee market
 Mintel 2018 – Iced coffee accounts for 1-5 global coffee launches