Boost makes summer special flavour available in PMP
BETTER weather and big international events encourage more people to participate in sports during the summer months, reckons the team behind energy drink brand Boost.
So Boost Drinks has introduced a limited-edition flavour aimed at the active consumer in summer 2016.
The Tropical Guango variety is available in a 49p price-marked 250ml can and comes in cases of 24.
Sales director Al Gunn said: “Of the top 100 selling energy drinks, 67 are PMPs.
“Price-marked packs are growing considerably faster than plain pack, indicating that this format is preferred by the consumer.
“Boost is the number-two stimulation energy brand in the UK and 86% of our sales are price-marked.”
And Gunn pointed out sugar-free energy drinks are also showing good growth.
He said Boost’s sugar-free sales grew 17% in the 12 months to January 2016 and that the 250ml Sugar Free can is the fastest selling sugar-free energy drink.
He added: “Containing just five calories in the 250ml can, Boost invested considerable time and money developing Sugar Free Pink Lemonade, which is selling especially well.”
Looking ahead to the rest of the year, Gunn said Boost has a number of new products planned for 2016 which is the 15th anniversary of the brand’s launch.
He said: “There will be a programme of marketing initiatives to thank the trade for its support over the years and help retailers.
“Anniversary competitions will involve the opportunity to win supplies of Boost as well as cash.
“The total prize fund across wholesalers, retailers and consumers will be in excess of £25,000.”