The brand’s lozenge logo remains but now enjoys a subtle modern twist – a streamlined design approach that gives each product a slicker and more refined look.

Rio, which was acquired by Boost Drinks in 2021, recently enjoyed a similar makeover, demonstrating the brand’s desire to adapt with the times and maintain a modern visual identity.

Boost Drinks, which is the sole brand to hold a top three position in three distinct categories within the functional drinks market – energy stimulation, sports drinks and RTD iced coffee (IRI) –  is driven by a commitment to innovation and consumer satisfaction. Its brand refresh represents a strategic culmination of extensive consumer insight and research.

Adrian Hipkiss, commercial director at Boost Drinks, said: “At Boost, we are constantly striving to push boundaries and exceed our customers’ expectations. Our latest brand refresh is a testament to our dedication of staying ahead of the curve and reflects our commitments to innovation. The new pack designs offer an exciting new visual identity for consumers to enjoy, whilst feeling assured that they will be enjoying the same great taste and value they’ve come to know and love – and that’s what makes Boost among the top three selling brands across three functional drinks categories.”

Retailers and customers alike will witness a new Boost brand design and proposition in 2024, backed by a roll-out of new product development across the brand’s energy and sport categories, supported by the integrated campaign ‘There’s a Boost For That’.

A 360-marketing strategy will cover the trade and consumers with both above-the-line and below-the-line support. A multi-channel approach will see the revised brand identity and messaging rolled out across a wide variety of online and out-of-home formats.