Boost (chocolate bar)

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Boost
Boost brand logo.png
Boost halves.JPG
Product typeConfectionery
OwnerCadbury
CountryUnited Kingdom
Introduced1985; 37 years ago (1985)
Related brandsList of Cadbury products
Websitecadbury.co.uk/boost

Boost is a brand of chocolate bar manufactured by Cadbury. The bar is sold in the United Kingdom, Ireland, Australia, New Zealand and South Africa. It consists of milk chocolate with a caramel and biscuit filling.[1]

History[]

Boost was introduced in the UK in 1985 as Coconut Boost, a coconut and caramel bar coated in chocolate.[2] In 1989 the peanut and caramel Starbar was rebranded as Peanut Boost.[3] A biscuit and caramel version was also launched. The coconut bar was discontinued in 1994[2] and the peanut version was again rebranded as Starbar.[3] The biscuit version is now the standard Boost bar.

An energy version, Boost Guarana, was launched in the UK in 2002 along with Boost Glucose. Both were marketed with the slogan "gives you the edge".[4]

In 2009, the Boost packaging was redesigned and the Boost Duo was also launched: two smaller Boost bars in one wrapper.[5] Cadbury Boost Bites, bitesize bars sold in a 108g bag, were introduced in August 2015.[6]

Boost+ Protein was introduced in 2018 containing caramel, "protein crisps", and less sugar than the standard bar.[7] In 2019 a peanut version of this was also released.[8]

Boost was the most popular snack among construction workers working on the 2012 London Olympics.[9][10]

Following increased commodity prices and legislation from the Government, the Boost bar in the United Kingdom was shrunk from 60g down to 48.5g in 2013. In 2014, the Boost Duo version also shrank by 10g to 68g. The wrapper was notably updated to reflect the new Reference Intakes and use of Palm and Shea fat in the product.

In other countries[]

In Ireland, Boost bars were known as Moro bars. A peanut Moro bar is part of the range. In 2007, there was a limited-edition coconut Moro on sale in Ireland. In 2015, the Moro brand was phased out and replaced with the Boost brand.[11][better source needed]

The Boost bar has been released in New Zealand under the popular Moro brand as Moro Gold.[citation needed]

Boost was launched in Australia in 2005 with a A$5 million advertising campaign.[12] In late 2010, the Boost Stix bar was introduced and is a two finger bar much like a Twix bar.[citation needed]

In 2013, Boost Max Choc was introduced to Australia. The bar is coated in chocolate and made of chewy chocolate caramel surrounding a mixed smooth chocolate and crispy chocolate biscuit centre. The bars are 58g each.[citation needed]

Marketing[]

In the 1990s Boost was advertised on television by comedy duo Reeves and Mortimer with the unconventional advertising slogan "It's slightly rippled with a flat under-side."[13] Cadbury's Boost then went on to sponsor the successful Yamaha team in the British Superbike Championship.[13][14] It has also been marketed using the slogan "charged with glucose".[15]

References[]

  1. ^ "Boost". www.cadbury.co.uk. Retrieved 5 November 2021.
  2. ^ a b "1985 - Boost Is Launched". www.cadbury.co.uk. Archived from the original on 28 October 2021. Retrieved 5 November 2021.
  3. ^ a b "Cadbury Starbar". cadburygiftsdirect.co.uk. Archived from the original on 5 August 2020. Retrieved 5 November 2021.
  4. ^ "Cadbury unveils 'energy' Boosts". Campaign. 5 September 2002. Archived from the original on 5 November 2021. Retrieved 5 November 2021.
  5. ^ Allen, Nicolette (25 April 2009). "Cadbury boosts sharing sector with Duo formats". The Grocer. Retrieved 6 November 2021.{{cite web}}: CS1 maint: url-status (link)
  6. ^ "Cadbury Boost Bites launching in August". . 21 July 2015. Archived from the original on 6 November 2021. Retrieved 6 November 2021.
  7. ^ Woolfson, Daniel (20 July 2018). "Mondelez launches Boost bar pushing protein credentials". The Grocer. Archived from the original on 7 March 2021. Retrieved 5 November 2021.
  8. ^ Cronin, Éilis (1 March 2019). "Cadbury extends Boost portfolio with Peanut Protein variant". . Archived from the original on 2 March 2019. Retrieved 5 November 2021.
  9. ^ "Boost Bar wins gold from Olympic builders". . 28 November 2012. Archived from the original on 1 December 2012. Retrieved 5 November 2021.
  10. ^ Bamford, Vince (28 November 2012). "Cadbury gave Olympics a different kind of Boost". The Grocer. Retrieved 5 November 2021.{{cite web}}: CS1 maint: url-status (link)
  11. ^ "Tweet by Cadbury Ireland". Twitter. 7 August 2015. Retrieved 30 January 2018.
  12. ^ "Cadbury Schweppes hopes for Boost". Australasian Business Intelligence. 27 April 2005. Retrieved 5 November 2021.{{cite web}}: CS1 maint: url-status (link)
  13. ^ a b Marsh, Harriet (11 April 1996). "THIS WEEK: Boost shuns relaunch ads". Campaign. Retrieved 4 November 2021.{{cite web}}: CS1 maint: url-status (link)
  14. ^ "Tested: BSB Cadbury's Boost Yamahas". Motor Cycle News. 10 July 2016. Archived from the original on 11 July 2016. Retrieved 4 November 2021.
  15. ^ Smith, Jeremy (1 November 2003). "Sweet truth: how and why our food is laced with sugar". The Ecologist. Archived from the original on 6 August 2020. Retrieved 4 November 2021.

External links[]

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