Value energy brand Boost Drinks is adding a cola flavour to its line-up to bring innovation to the budget end of the category.

Boost Energy Cola is made to the original Boost recipe but has been flavoured with the taste of cola. Unlike Red Bull Cola, which struggled to meet sales expectations, the Boost cola will be positioned in the energy aisle alongside its core range and "is not an alternative to Coco-Cola and Pepsi", according to MD Simon Gray.

"Boost Energy Cola has been developed to appeal to energy drinkers looking for a high-caffeine boost, but with the popular taste of cola," Gray said.

"Consumers shopping in the energy aisle have not been offered an alternative flavour at our price point before."

The newcomer will be available in 250ml cans (rsp: 69p) and 500ml bottles (rsp: 85p), plus one-litre PET (rsp: £1.19) formats this month.