Budget energy drinks brand Boost is taking on Red Bull, Relentless and Lucozade by entering the energy shot market.

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].