Boots is bidding to wake up a new category with a range of caffeine-infused soluble strips.
Similar to the fresh breath strips pioneered by Wrigley and Listerine, the mint-flavoured leaves of soluble film will come in packs of 28 and are set to go on sale in 600 stores under the retailer’s Feel the Difference banner.
Promising to ‘support your energy levels, wherever you are’, consumers are advised to take four strips a day to deliver a 32mg dose of caffeine.
Alasdair McIntyre, European development director for KBP Europe, which is making the caffeine strips for Boots, said he expected brands to copy its product. “This is the first caffeine-loaded strip on the market and brands will follow,” said McIntyre. “The market for fresh breath strips has reached a plateau. Developments will be in health and medicine areas.”