Source: Boost Drinks

Boost Iced Coffee will join a buoyant flavoured milk category up 13.5% in value

Boost Drinks is to expand into another sector next month, taking on the likes of Starbucks and Costa with a range of ready-to-drink coffees.

Two variants of Boost Iced Coffee in a can will be available from 1 March. Silky Smooth Caffe Latte and Full Bodied Double Espresso With Milk (PMP: £1/250ml) provided “great-tasting, top-quality chilled coffee at a fraction of the price of the brand leader” said Boost.

The launch came after “research that highlighted the growing demand for RTD coffee in the independent and convenience channel” the brand added. “Out-of-home hot and cold coffee sales are up 54% in the last year, and the category is the fastest-growing functional drinks category with a growth of 27%.”

Boost Iced Coffee will join a buoyant flavoured milk category. Its value is up 13.5% to £404.4m in grocery, driven by demand from younger consumers for RTD coffee [Nielsen 7 September 2019].

At same time, Boost’s core Energy range has slipped 2% to £19.6m, though its nascent Sport lineup is worth £3.8m following a 72.6% surge.

Last year “saw Boost go from strength to strength” said founder and MD Simon Gray. “To remain ahead of the curve, we continuously invest in new product development to ensure we’re offering a wide range of high-quality functional drinks that will support retailers in increasing sales.”

Boost Iced Coffee would “allow us to enhance our functional drinks positioning and continue to proudly support independent retailers as we have done since 2001” he added.