With an rsp of just 99p, the Boost shot rolls out to wholesalers and independents this week and is expected to appeal to a wide audience thanks to its low price Red Bull's shot costs £1.79 while Lucozade Alert Plus has an rsp of £1.49. It contains a concentrated blend of caffeine, ginseng and guarana.
"Requests for a Boost high-caffeine shot have been flooding in over the last couple of months," said MD Simon Gray. "The shot offers a quick and simple revenue stream for both wholesale and retail as it is an ambient, value product that frees up chiller space."
Boost drinks are benefiting from a recession-driven trend for lower-priced branded energy drinks with a 11.3% sales growth to £7.9m over the past year [Nielsen 52 w/e 3 October].