Boost Drinks Limited
TypePrivate limited company
IndustryDrinks
FoundedJune 27, 2001; 21 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]

In December 2022, it was announced that Boost was acquired by A.G. Barr for £20 million.[10]

Partnerships

Boost Drinks has had a partnership with Air Ambulance Northern Ireland since 2019, when the company gave £10,000 to the charity.[11] 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.[12][13] Boost Drinks became the "official energy drinks partner" of Leeds United for the 2021–22 Premier League season.[14]

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,[15] a tropical flavour in 2016,[16] a pomegranate and blueberry flavour in 2017,[17] and a grape and cherry product in 2018.[18] Boost also launched protein drinks and an iced coffee range in 2016 and 2020 respectively.[19][20] In 2022, Boost released a fruit-flavoured product range branded as "Juic'd".[21]

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. ^ Walsh, Dominic. "Boost energy drink nets £20m for founders Simon and Alison Gray". The Times. ISSN 0140-0460. Retrieved 6 December 2022.
  11. ^ "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.
  12. ^ "Drinks producers sign exclusive distribution deal". thebusinessdesk.com. 18 January 2021. Archived from the original on 8 January 2022. Retrieved 9 October 2021.
  13. ^ "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.
  14. ^ 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.
  15. ^ "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.
  16. ^ "Putting a price on energy". scottishgrocer.co.uk. 25 May 2016. Archived from the original on 8 January 2022. Retrieved 12 October 2021.
  17. ^ "Boost unveils new limited edition flavour". Talking Retail. 29 March 2017. Archived from the original on 15 November 2021. Retrieved 8 October 2021.
  18. ^ "Cosmic Glow flavour to join Boost portfolio". betterretailing.com. 11 September 2018. Archived from the original on 12 December 2021. Retrieved 8 October 2021.
  19. ^ 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.
  20. ^ 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.
  21. ^ "Boost enters 500ml can market with Juic'd energy range". Convenience Store. 19 May 2022. Retrieved 1 March 2023.

External links

Energy drinks
Sports drinks
Categories