Press releases - Thursday, February 11, 2010

Boost Drinks Announces New Cola flavour addition to Energy Line

Leading independent energy drink brand Boost will launch a new addition to its core energy line this month – a cola-flavoured energy product.

Boost Energy Cola, which will be available from mid-February in 250ml can, 500ml and the iconic 1L PET formats, has been developed to appeal to energy drinkers looking for a high caffeine boost, but with the popular taste of cola.

Designed to sit in the energy aisle amongst Boost’s core line, Energy Cola is a carbonated cola-flavoured energy drink that contains the same taurine and 30mg per 100ml of caffeine as the original Boost Energy drink.

Conversations with Boost’s trade customers throughout the development stage confirmed the product’s potential, which is aimed at helping retailers to widen their energy offering and drive further revenue generation and growth.

Simon Gray, managing director at Boost, said: “Our new cola-flavoured energy line is a genuinely new product development for Boost, and one that we know provides great opportunities for our trade customers. Consumers shopping in the energy aisle have not been offered an alternative flavour at our price point before, and this is a great time to launch a product that will open up the category and continue to drive growth within this sector of the soft drinks market.”