Packing a new punch

The new Juic’d flavour from Boost.
The new Juic’d flavour from Boost.

BOOST Drinks has responded to consumer demand by adding a fourth flavour to its Juic’d 500ml can range – Tropical Fruit Sour Punch.

It joins Pineapple & Guava Punch, Mango & Tropical Blitz and Watermelon & Lime Twist on store shelves.

The NPD is also made with 5% real fruit juice and is price marked at £1.00, with the goal of helping retailers to communicate great value amid increased consumer price consciousness, while still delivering excellent margins.

The launch is being supported by a cross-channel marketing strategy with touchpoints across out-of-home and digital advertising, social media and more, and is part of a move by Boost to tap into the booming sales of 500ml cans.

A 28% growth worth £232 million, according to IRI data, means the 500ml can segment is the fastest growing category in energy drinks. In the first 3.1 weeks since the range launched in May, Boost experienced sales just shy of 20,000 cases across four key customers – and there is no sign of demand slowing down.

Adrian Hipkiss, marketing and international business director at Boost Drinks, said: “Due to the unbelievable feedback and sales to-date of our new Juic’d range, we wanted to add a new bold flavour.

“The release has performed fantastically so far, which goes to show the value in listening to the huge demand from customers for a new brand in the 500ml can space.

“When surveyed, 74% of consumers saw Juic’d as being something ‘new and different’ to the existing category.

“So, we’re really excited for the launch of Tropical Fruit Sour Punch as we believe it adds something unusual and exciting to the existing range and the category as a whole.”

Boost Drinks’ Juic’d flavours are available in wholesalers nationwide in 12x500ml cases.

Meanwhile, the firm has made two key appointments as part of a wider plan to expand the business.

Steve Armstrong takes up the newly created role of sales channel controller for convenience, having previously worked for 2 Sisters, AG Barr, Mondelez and Mars.

And Anjna Mistry is becoming brand controller, joining from John Cotton. She also has FMCG experience across a range of household-name brands.