Boost unveils new limited-edition flavour in Sport range

Boost Drinks said it will be launching a limited-edition Raspberry & Mango Sport flavour this April, tapping into the surge in popularity for raspberry and mango flavour profiles.

With Raspberry flavour profiles in 55 per cent growth and Mango seeing 58 per cent growth, the brand said the combination will provide a guaranteed way to shake up the Sports category and bring something unique and exciting to the Soft Drinks market.

The new flavour will expand Boost’s offering in a category which, in the past year alone, has become the second fastest growing within Soft Drinks, with a 28 per cent value growth YoY (IRI 52w/e 25.12.2022). Sitting at the forefront of the category’s growth pattern with its 63 per cent value growth YoY, Boost Sport is currently the no.2 Sports Drink brand in value and volume, providing a unique opportunity to make the most of consumer appetite for a drink that delivers great value whilst not compromising on quality.

Limited-edition drinks have been shown to demand consumer attention, create noise and generate excitement. With Raspberry and Mango flavour profiles surging in popularity, this drink is sure to inject some buzz into the Sports category and deliver strong margins for retailers in line with Boost’s Honest Broker approach – a belief that in order to help retailers achieve the best success, honest, open and collaborate interactions are essential.

“Taking into account the current success of the Sports Drink category, as well as the growing popularity of the two hero flavours we’ve chosen, now was the perfect opportunity to bring a Sports Drink to the market that ticked the boxes of both ‘taste’ and ‘value’ – the two main drivers of choice for consumers,” Adrian Hipkiss, marketing director at Boost Drinks, said.

“Packed full of flavour, the release will be available to trade from April with the aim of building a real buzz around the product, providing something that people can enjoy for a limited time only when prepping for a sports event or looking for maximum hydration in their day to day life.

“As our first launch for 2023, we can’t wait to see how the release performs for our customers and their core consumer groups.”

The limited-edition release is available for just 79p, with the goal of helping retailers to communicate great value on fixture amidst increased consumer price consciousness, whilst still delivering excellent margins.

The launch will be supported by an exclusive competition in collaboration with Boost partner, Leeds United Football Club, running in April.