Punchy new energy pack

Boost reformulates Fruit variant

BOOST Drinks has reworked its Fruit Punch variant.

The reformulated Boost Fruit Punch is available in a 250ml can SKU. The revamped variant will replace Boost’s existing sugar free variant of Fruit Punch.

According to Boost, Fruit Punch is one of the fastest growing flavours in the energy drink category, growing at 28% year-on-year.

Tasting notes for the variant describe a drink with “punchy flavours” including peach, passionfruit and banana.

Boost reckons the medley of fruit flavours offers a point of difference against other options in the category.

It is supporting the launch with a marketing campaign that includes outdoor and digital advertising; trade and consumer PR activity; press and influencer engagement; a social media launch campaign; print and digital trade advertising; consumer sampling activity; depot activations; and new retailer and depot point-of-sale materials.

Adrian Hipkiss, marketing and international business director at Boost Drinks, said: “The energy stimulation market is very much driven by taste and flavours with consumers increasingly looking for flavoured variants when choosing an energy drink.

“We anticipate our new Fruit Punch flavour to be very popular with consumers, especially as we head towards the warmer months and demand for exotic flavour profiles continue to be in high demand.”

Fruit Punch is available in wholesalers nationwide in 24x250ml cases.