Boost Drinks adds Mocha variant to iced coffee range

Boost Drinks has expanded its range of ready-to-drink coffee products with a new Mocha flavour.

The new variant offers extended shelf life compared to other brands, and the £1 PMP format provides strong cash margins for retailers, says the company.

Available in wholesale in cases of 12 x 250ml cans, the Mocha variant joins Caffe Latte, Double Espresso and Caramel Latte in the Boost range, which makes up 75% of category sales within the independent iced coffee market (IRI).

Research shows that 75% of the sales value within the RTD iced coffee market is generated by four flavours – Latte, Caramel, Espresso and Mocha (IRI). The addition of Mocha completes the set for Boost.

The iced drinks market is already worth £194 million and growing at 30% volume and 31% value year on year (IRI), making it the fastest growing category within soft drinks.

Adrian Hipkiss, marketing and international business director at Boost Drinks, says: “Last year we marked our 20 year in the business, so seeing us fulfil our commitment to selling exceptional value products with no compromise on quality – such as our new Mocha iced coffee – is extremely rewarding.

“Investing in new flavour development is key to staying ahead of the curve.”

To support the launch, Boost is activating a multi-channel marketing communications campaign to the trade and consumers. Plans include a number of trade sampling events in UK depots with eye-catching PoS available to wholesalers, alongside an exclusive distribution drive in April.

City centre sampling will take place in London and Northern Ireland, and consumers will also be given the chance to be the first to try the new flavour via Boost’s social channels.

Out-of-home and digital advertising will take place in May and will include media screens in 40 retailers across London.

Published Date: March 30, 2022

Category: Product of the Month