Northern Ireland’s best-selling soft drink brand* adds Mango to popular Energy range
The unquestionable demand for flavoured energy drinks in Northern Ireland, coupled with the popularity of the Mango flavour, has driven leading drinks company Boost to launch an Energy Mango 250ml can variant to the local market.
The brand is demonstrating its commitment to the independent convenience sector by introducing the new on-trend Mango flavour, which is one of the fastest growing flavours in the energy drink category and is growing at +22% year-on-year in volume sales**.
Great taste
Jack Taylor, Trade Marketing Manager at Boost, said: “We continue to deliver great taste with our energy range and our latest Mango NPD really is a taste of summer in a 250ml can. Our new mango will also retain our 59p price mark, therefore providing great value to the consumer without compromising on the great cash margins for retailers.
“Flavours now make up 30% of the stimulation market*^ and are in 12% growth year-on-year^* which is why we’re delighted to be expanding our flavour portfolio to allow retailers to further capitalise on this growth opportunity. In addition, we are the only mainstream brand to offer the hugely popular Mango flavour in 250ml can size.
“To support retailers, we are investing in a wide-ranging marketing drive for Boost Energy Mango including trade and consumer PR, print and digital advertising, a distribution drive and sampling activity,” concluded Jack.
Multi-channel marketing
To support the NPD launch, Boost is activating a multi-channel marketing communications campaign across both trade and consumer formats, including print, digital and OOH. New POS in the form of Mango Wobblers and Shelf Talkers will be available for retailers to order for free from the website – https://www.boostdrinks.com/boost-trade/help-me-increase-sales/point-of-sale-kits/.
Boost is also investing in distribution driving activity to help land the product on-shelf and the brand will be conducting sampling from some retail stores. The new Mango flavour is now available in wholesale in 24 x 250ml cases.
Boost Drinks was established in 2001, launching in Northern Ireland in 2003 and now owns the province’s top selling soft drink within the local independent convenience channel*. Boost is available in various pack formats across seven core Energy flavours, Sport, Protein and Iced Coffee.
Sources:
*IRI Marketplace Data, Symbols & Independents, Unit Sales w/e 27.12.20
**IRI Marketplace Data Symbols & Independents 52 weeks volume sales to 6th September 2020
*^IRI Marketplace Data Symbols & Independents 52 weeks volume sales to 27thDecember 2020
^*IRI Marketplace Data Symbols and Independents 52 weeks volume sales to 29th November 2020
