Boost is launching a new range of three 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 value for money, making it accessible for all shoppers.
Water is a £1.8bn category, with flavoured water growing by +14 per cent vs last year in symbols & independents. Functional water, however, is one of the fastest-growing segments in soft drinks, up +43 per cent vs last year and +121 per cent vs three years ago. This growth is driven by a growing consumer trend for utilising electrolytes in order to hydrate more effectively, with 30 per cent of functional water shoppers choosing electrolytes. 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 per cent stating they loved the taste and more than 90 per cent saying they would buy them.
“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,” said Lisa McKenna, Boost Brand Director at AG Barr.
“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.