Building excitement for energy and sports drinks
SOFT drinks giant Boost Drinks has launched a duo of limited edition options across its Energy and Sports range.
Aiming to drive up sales across both categories by capitalising on current on-trend flavours, Boost will roll out its limited edition Boost Sport Cloudy Lemonade and Boost Energy Blue Raspberry variants this April.
Both come in price-marked pack formats with the Boost Sport Cloudy Lemonade in a 500ml PET sports cap bottle with an on-pack price of 89p and the 250ml can Boost Energy Blue Raspberry features a price-mark of 75p.
These latest launches come off the back of Circana data for the 52 weeks to 27 July 2024 which found that 40% of consumers are looking for new flavours across the energy drinks sector, with Blue Raspberry in particular an established and appealing flavour profile for both Millennial and Gen Z shoppers.
Adrian Hipkiss, head of energy brands at parent firm AG Barr, said: “These latest limited edition launches across Energy and Sport are helping us provide an increasingly diverse range of drinks, that tap into multiple consumer trends and flavour desires.
“The two new flavours will build excitement in their respective rapidly growing categories, ultimately supporting our retail partners to drive more sales.
“Our limited edition launches in the Sports range have always been a huge success and Cloudy Lemonade will be no different, tapping into proven consumer interest in zesty flavours with something new and exciting.
“We are also very excited to be bringing a limited edition flavour to our Energy range with Blue Raspberry offering another popular and trending new taste that appeals to a wide range of consumers.”
“Limited editions create a buzz around the chiller, with shoppers keen to try before it’s gone and we will be supporting both new flavours with a social and sampling campaign.”
