Stimulate energy sales in the morning

Boost Drinks identifies opportunity to bump up profits

Boost's stimulated energy range, including Juic'd variants, aims to cover a host of consumer demands.
Boost’s stimulated energy range, including Juic’d variants, aims to cover a host of consumer demands.

BRINGING a stimulated start to the day is often on the cards for many consumers and this places energy drinks as a key category for the morning.

Stimulation drinks have been helping to drive growth in overall energy, with IRI data showing the subcategory has been in growth for some time now, with a rise of 15% in value sales year-on-year.

As such, Boost Drinks has been keen to push its own range of stimulated energy drinks with consumers, stating it as a key consideration for retailers across the board.

Adrian Hipkiss, marketing director at Boost Drinks, said: “Boost is the only brand that offers top three products in the three functional drinks categories – energy stimulation, sports drinks and RTD iced coffee.

“Within this, Boost is the third largest brand in the energy stimulation category and the number one fastest growing sports and RTD iced coffee brand, something we’re incredibly proud of.”

Across the stimulated energy drinks options, Boost has touted its core range including Original, Sugar Free Original and Lemon & Lime, the latter of which reformulated in March 2023 having been formerly known as Citrus Zing.

Furthermore, in the stimulated energy category, the firm has its Juic’d range, which comes in the popular 500ml can format.

Made using real fruit juice, the range includes options such as Mango & Tropical Blitz, Pineapple & Guava Punch, Tropical Fruit Sour Punch, Watermelon & Lime Twist and Blood Orange & Raspberry Crush, which joined the Juic’d range in summer 2023 in a bid to capitalise on the popularity of the two flavours during that time.

The Juic’d range aims to cover the demand for greater flavour across the energy sector in this case, bringing a host of fruit options for consumers to consider and supporting the firm to penetrate further into the 500ml format.

Hipkiss said: “Now more than ever, sales of 500ml cans are booming, with 16% growth year-on-year and 18% growth in the category from flavoured 500ml variants alone, resulting in the segment currently being the fastest growing category in energy drinks.

“In terms of how we see our range of energy drinks benefiting our customers, they should prioritise stocking Boost as a leading brand within the soft drinks category, and one which provides a diverse range of affordably priced-marked pack formats, flavours and take-home offerings.

“This will ensure retailers are meeting the needs of their core consumer groups, resulting in trusted relationships with their customers while guaranteeing maximum profits can be made.”