Boost Drinks is reformulating all of its energy SKUs to 4.9g of sugar per 100ml in advance of the Soft Drinks Industry Levy coming into force next April. Exempt from the levy, all the new recipe SKUs will be in market by February 2018. True to its Champion Of The Independents commitment, the challenger brand has also announced that there will be no price increases – maintaining its competitive price for consumers and great cash margins for retailers.

Having been well aware of the growing consumer appetite for healthier soft drink options, Boost has spent a long time carrying out extensive research to understand how it could make improvements to its products, particularly in the areas of sugar content and calories whilst not compromising on the great taste of Boost Energy.

Simon Gray, founder and managing director of Boost Drinks, comments: “We are confident that this evolution of Boost will reflect what our consumers have been asking us for whilst still delivering a brand that continues to offer great taste, great performance and excellent value for money.”

Boost has also committed to all future new flavours and limited edition variants being sugar free as well as supporting the growth of its sugar free energy SKUs. Gray continues: “We have spent a lot of time developing our reformulated range, as we were simply unwilling to compromise on the flavour. Our new recipes have had thorough consumer testing to make sure we retain that crucial Boost element – the taste!

“We remain firmly committed to delivering Boost’s core proposition around taste, energy and value but are now offering all that with half the calories of our previous recipes. We believe we have a great story to tell as this offers a win-win for our wholesale and retail customers as well as consumers – and is totally consistent with our Champion Of The Independents commitment.”

Boost will also continue to build and develop of its wider functional ranges, Boost Sport and the more recent category addition, Protein Boost, which are all exempt from the levy and broaden the offering from the brand. As an extension to the Boost range, Protein Boost was created in response to the growing consumer demand for healthier lifestyle choices, and is enjoying great success.