Boost Drinks
British drinks company
From Wikipedia, the free encyclopedia
Boost Drinks Limited is a British drinks company that sells primarily energy and sports drinks through convenience stores, independent retail chains and petrol forecourts.[3] It was established in 2001 and is headquartered in Leeds.
| |
 Boost "exotic fruits" flavoured energy drink | |
| Formerly | Blast UK Limited (June–July 2001)[1] |
|---|---|
| Company type | Private |
| Industry | Drinks |
| Founded | June 27, 2001[1] |
| Founder | Simon Gray |
| Headquarters | Milton Keynes, England[1] |
Area served |
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| Parent | |
| Website | boostdrinks |
History
The company was founded on 27 June 2001 by Leeds Metropolitan University graduate Simon Gray at the age of 28 with a bank loan of £30,000.[4][5] Gray said in an interview that he wanted to take Boost to independent retailers because it would have been "crazy to challenge the big brands with a me-too product".[4] The company was originally known as Blast UK Limited before changing its name to Boost Drinks Limited in July 2001.[1] Gray paid back the bank loan within the company’s first 12 months and distributed Boost into international markets such as Spain, Croatia, South Africa and Nigeria.[4] The brand was launched in Northern Ireland in 2003,[6] with the Northern Irish market accounting for approximately 15 per cent of the company's overall business by 2018.[7]
As of 2011, the company employed eight people and had launched in 12 countries.[3] The price of several Boost products increased in 2020.[8] In September of the same year, Boost unveiled a £1.2 million "Choose Now" marketing campaign,[5] which included a £10,000 fund to be shared by three community groups.[9] Boost introduced a "Boost Retailer Hall of Fame" in Northern Ireland during June 2021, with the first winner being Kearney's shop in Randalstown, County Antrim, receiving 30% of the overall vote.[10]
In December 2022, it was announced that Boost was acquired by A.G. Barr for £20 million.[11]
Partnerships
Boost Drinks has had a partnership with Air Ambulance Northern Ireland since 2019, when the company gave £10,000 to the charity.[12] From February 2021, under a deal signed with Dorset-based brewery Hall & Woodhouse, Boost Drinks became responsible for the distribution, marketing and sale of soft drink brand Rio.[13][14] Boost Drinks became the "official energy drinks partner" of Leeds United for the 2021–22 Premier League season.[15]
Products
In 2010, the company attempted to introduce a smoothie product, but the response was "disappointing" and it was soon abandoned.[4] Boost has released a number of "limited edition" flavours, to its energy and sports drinks line, including a 'Winter Spice' flavour in 2015,[16] a tropical flavour in 2016,[17] a pomegranate and blueberry flavour in 2017,[18] and a grape and cherry product in 2018.[19] Boost also launched protein drinks and an iced coffee range in 2016 and 2020 respectively.[20][21] In 2022, Boost released a fruit-flavoured product range branded as "Juic'd".[22]
