Boost Drinks

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For the Nestlé nutrition drinks brand, see Boost (drink).
Boost Drinks Limited
TypePrivate limited company
IndustryDrinks
FoundedJune 27, 2001; 20 years ago (2001-06-27)[1]
FounderSimon Gray
HeadquartersThorpe Park, Leeds, England[1]
Area served
Great Britain, Northern Ireland
Websitewww.boostdrinks.com

Boost Drinks Limited is a British drinks company that sells primarily energy and sports drinks through convenience stores, independent retail chains and petrol forecourts.[2] It was established in 2001 and is headquartered in Leeds.

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.[3][4] 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".[3] 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.[3] The brand was launched in Northern Ireland in 2003,[5] with the Northern Irish market accounting for approximately 15 percent of the company's overall business by 2018.[6]

As of 2011, the company employed eight people and had launched in 12 countries.[2] The price of several Boost products increased in 2020.[7] In September of the same year, Boost unveiled a £1.2 million "Choose Now" marketing campaign,[4] which included a £10,000 fund to be shared by three community groups.[8] 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.[9]

Partnerships[]

Boost Drinks has had a partnership with Air Ambulance Northern Ireland since 2019, when the company gave £10,000 to the charity.[10] 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.[11][12] Boost Drinks became the "official energy drinks partner" of Leeds United for the 2021–22 Premier League season.[13]

Products[]

In 2010, the company attempted to introduce a smoothie product, but the response was "disappointing" and it was soon abandoned.[3] Boost has released a number of "limited edition" flavours, to its energy and sports drinks line, including a 'Winter Spice' flavour in 2015,[14] a tropical flavour in 2016,[15] a pomegranate and blueberry flavour in 2017,[16] and a grape and cherry product in 2018.[17] Boost also launched protein drinks and an iced coffee range in 2016 and 2020 respectively.[18][19]

References[]

  1. ^ a b c "BOOST DRINKS LIMITED". GOV.UK. Archived from the original on 6 November 2021. Retrieved 10 October 2021.
  2. ^ a b "Hong Kong Thought Exchange Blog: Boost Drinks". The Telegraph. 28 October 2011. Archived from the original on 29 October 2021. Retrieved 29 October 2021.
  3. ^ a b c d Wheatley, Catherine (27 November 2011). "How I made it: Simon Gray, founder of Boost Drinks". The Times. Archived from the original on 9 October 2021. Retrieved 9 October 2021.
  4. ^ a b Murphy, Lizzie (13 July 2021). "Meet the boss of Boost Drinks who is investing millions as the brand celebrates 20 years". The Yorkshire Post. Archived from the original on 9 October 2021. Retrieved 9 October 2021.
  5. ^ "Boost appoints Adrian Hipkiss Marketing Director". businessfirstonline.co.uk. 6 November 2019. Archived from the original on 12 December 2021. Retrieved 10 October 2021. Boost was launched in Northern Ireland in 2003
  6. ^ McKeown, Gareth (27 February 2018). "NI market a significant 'Boost' for popular energy drink brand". The Irish News. Archived from the original on 12 December 2021. Retrieved 28 October 2021.
  7. ^ Jethwa, Priyanka (2 June 2020). "Boost plans price increase across price-marked packs". betterretailing.com. Archived from the original on 12 December 2021. Retrieved 8 October 2021.
  8. ^ McGonagle, Suzanne (21 July 2021). "Three community groups set to receive share of £10,000 funding to help drive change in NI". The Irish News. Archived from the original on 12 December 2021. Retrieved 30 October 2021.
  9. ^ "Randalstown store inducted into Boost Hall of Fame". Belfast Telegraph. 6 October 2021. Archived from the original on 8 January 2022. Retrieved 30 October 2021.
  10. ^ "Air Ambulance NI gets £41k boost from drinks firm". Belfast Telegraph. 8 April 2021. Archived from the original on 8 January 2022. Retrieved 30 October 2021.
  11. ^ "Drinks producers sign exclusive distribution deal". thebusinessdesk.com. 18 January 2021. Archived from the original on 8 January 2022. Retrieved 9 October 2021.
  12. ^ "Boost Drinks secures exclusive distribution rights with Hall & Woodhouse for Rio brand". lovebelfast.co.uk. 20 January 2021. Archived from the original on 8 January 2022. Retrieved 30 October 2021.
  13. ^ Orme-Claye, Ted (23 August 2021). "Leeds United partners with 'strong challenger brand' Boost". Insider Sport. Archived from the original on 10 January 2022. Retrieved 10 January 2022.
  14. ^ "Spice up your winter with Boost". Scottish Local Retailer Magazine. 28 August 2015. Archived from the original on 8 January 2022. Retrieved 8 October 2021.
  15. ^ "Putting a price on energy". scottishgrocer.co.uk. 25 May 2016. Archived from the original on 8 January 2022. Retrieved 12 October 2021.
  16. ^ "Boost unveils new limited edition flavour". Talking Retail. 29 March 2017. Archived from the original on 15 November 2021. Retrieved 8 October 2021.
  17. ^ "Cosmic Glow flavour to join Boost portfolio". betterretailing.com. 11 September 2018. Archived from the original on 12 December 2021. Retrieved 8 October 2021.
  18. ^ Selwood, Daniel (24 November 2016). "Energy brand Boost taps protein trend with milk drink". The Grocer. Archived from the original on 10 January 2022. Retrieved 10 January 2022.
  19. ^ Selwood, Daniel (20 February 2020). "Boost Drinks to enter ready-to-drink coffee market with canned duo". The Grocer. Archived from the original on 10 January 2022. Retrieved 10 January 2022.

External links[]

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