Boost is launching a new range of three great tasting, zero sugar waters with electrolytes. Boost Water+ bridges the gap between flavoured and functional water, offering shoppers something normally delivered via vitamins and supplements, in a convenient ready to drink format. At £1 price-mark, it also offers great value for money, making it accessible for all shoppers.
Water is a £1.8bn category[1], with flavoured water growing by +14% vs last year in symbols & independents1. Functional water, however, is one of the fastest-growing segments in soft drinks, up +43% vs last year and +121% vs three years ago1. This growth is driven by a growing consumer trend for utilising electrolytes in order to hydrate more effectively, with 30% of functional water shoppers choosing electrolytes[2]. Boost Water+ presents a major opportunity for retailers to tap into this profitable shopper trend.
Available in Cherry, Citrus and Strawberry & Peach flavours, Boost Water+ performed exceptionally well in consumer research, with 94% stating they loved the taste and more than 90% saying they would buy them[3].
Lisa McKenna, Boost Brand Director at AG Barr, said: “Water consumption is on the rise and, although shoppers are moving beyond simple thirst-quenching to seek drinks that offer functional benefits, they are not prepared to compromise on taste.
“Boost Water+ delivers more for water consumers – great tasting flavours, electrolytes, zero sugar and just £1 – there is no reason for a shopper not to choose it.
“We are confident that this convenience-exclusive launch from trusted brand Boost will be an incremental sales driver for retailers.”
Launching in time to benefit from the healthy January sales uplift, Boost Water+ will be backed by a heavyweight influencer campaign to reach the target audience of 18-34 year olds. A full suite of PoS materials, designed to drive trial and educate shoppers, will be available for retailers.
It is really important that retailers stock Boost Water+ beside flavoured water in the chiller, as this is where shoppers will expect to find this product.
[1] IRI 52w/e Jun 2025, & Circana Total Category & S&I
[2] Global Insight Services, Functional Water Market Analysis, July 25
[3] Consumer Market Research 2024
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