Energy drinks brand Boost is moving into Monster-style 500ml cans.
It has created a trio of flavours – Mango & Tropical Blitz, Watermelon & Lime Twist, Pineapple & Guava Punch – rolling out in £1 PMPs this month.
They are touted as being “jam-packed full of flavour, with real fruit juice refreshment but at the same great Boost value price point for consumers”.
“With the cost of living increases, it’s great to be able to launch a new brand in this thriving category and provide more choice for consumers”, said Boost marketing and international business director Adrian Hipkiss.
Each drink has “its own twist and personality, offering consumers a unique and refreshing drinking experience each time”, added the brand.
The launch will be backed by a marketing push spanning out of home, digital, social and “a creative depot activation”.
Boost cited data suggesting sales of 500ml cans in the category were up 28% over the last year.
Indeed, Boost’s move comes as sales of caffeinated soft drinks surged in 2021: over the 52 weeks to 11 September, Monster, Red Bull and Coca-Cola pulled in a combined extra £255.6m in sales [NielsenIQ].