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Boost Launches a New Protein Drink

The national rollout of Protein Boost is underway, signifying the champion of the independent brand’s diversification into an exciting new category that is growing at 26% year on year*. The initiative comes in response to increasing consumer demand for health and wellbeing products and provides the independent convenience channel with a protein drink brand focused on them.

Protein Boost comes in 310ml individual plastic bottles with great tasting chocolate and strawberry flavours. Each bottle contains 20g of protein, no fat, no added sugar and less than 150 calories. Price-marked at £1.29, the new SKUs offer excellent value to the consumer, a great margin to the independent trade and come in a convenient 8 bottle case. Boost is developing bespoke marketing collateral including a dedicated website, POS material and a busy schedule of sampling to support the launch.

Boost strategy director Kirsty Birks commented: “This is a very exciting piece of new product development for us. While the health and wellbeing agenda has continued to gain consumer momentum, we saw a real gap in the convenience sector for protein drinks. Our new offer provides a simple, convenient and tasty way to take in protein in a format that is not available in the multiples, while offering a great price point and strong profit margins. It is also delicious!

“Innovation has always been a priority for us and now seems exactly the right time for us to diversify, build on the brand equity that has exists in the Boost name and further demonstrate our commitment to the independent channel.”

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*Euromonitor Sports Nutrition in the UK Nov 2015

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