Brining in a Boost to soft drinks for the new year
SOFT drinks brand Boost Drinks has entered into the flavoured water market with the roll out of its new Boost Water+ range.
Set to hit shelves from January 2026, the new water range includes three different variants, all with zero sugar and added electrolytes to aid in hydration.
Set at a £1 price-mark, the range consists of a Cherry flavour, Strawberry & Peach as well as Citrus to appeal to a variety of consumer taste preferences.
Whilst water remains a £1.8billion category, according to IRI data for the year to June, flavoured water is where a good deal of growth has been seen. IRI found that the subcategory has grown by 14% year-on-year in sales across symbols and independent stores.
Furthermore, functional water remains one of the fastest-growing segments in soft drinks as a whole, with sales up 43% compared to 2024 and up 121% when compared to 2022.
The majority of this growth has come from functional water drinks that make use of electrolytes in order to hydrate consumers more effectively, according to Global Insight Services research. The firm said that 30% of functional water shoppers actively seek out those brands that come with electrolytes.
As such, Boost reckons this new range presents a major opportunity to retailers in helping to tap into this profitable shopper trend.
Boost Water+ will be backed by a heavyweight influencer campaign to reach the target audience of 18-34 year olds, inclusive of a full suite of POS materials designed to drive trial and educate shoppers.
Lisa McKenna, Boost brand director at parent firm AG Barr, said: “Water consumption is on the rise and, although shoppers are moving beyond simple thirst-quenching to seek drinks that offer functional benefits, they are not prepared to compromise on taste.
“Boost Water+ delivers more for water consumers – great tasting flavours, electrolytes, zero sugar and just £1 – there is no reason for a shopper not to choose it.
“We are confident that this convenience-exclusive launch from trusted brand Boost will be an incremental sales driver for retailers.”
