Boost Drinks

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.

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

History

The company was founded on 27 June 2001 by Leeds Metropolitan University graduate Simon Gray at the age of 28.[3] Marketing its products as a cheaper alternate to Red Bull,[4] the company was originally known as Blast UK Limited before changing its name to Boost Drinks Limited in July 2001.[1] 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".[5] The brand was launched in Northern Ireland in 2003,[6] with the Northern Irish market accounting for approximately 15 percent of the company's overall business by 2018.[7]

As of 2011, the company employed eight people, had launched in 12 countries and reportedly supplied its drinks to troops in Afghanistan.[2] In 2017, the logo and branding of Boost products was changed to give it a “more contemporary feel”.[8] The price of several Boost products increased in 2020.[9] In September of the same year, Boost unveiled a £1.2 million "Choose Now" marketing campaign,[3] which included a £10,000 fund to be shared by three community groups.[10]

Partnerships
Boost workers dressed as Christmas elves at Batleys cash and carry in 2018[11]

Boost Drinks sponsored the Proppa.com Honda team for the 2010 motocross season.[12] Boost Drinks has had a partnership with Air Ambulance Northern Ireland since 2019, when the company gave £10,000 to the charity.[13] 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.[14][15] Boost Drinks became the "official energy drinks partner" of Leeds United for the 2021–22 Premier League season.[16]

Boost introduced a "Boost Retailer Hall of Fame" in Northern Ireland during June 2021, in which the winner was "chosen by the people of Northern Ireland".[17][18] The 2021 winner was Kearney's shop in Randalstown, County Antrim, receiving 30% of the overall vote.[19][20]

Products

In 2010, the company attempted to introduce smoothies alongside Boost Energy, Boost Sport and Boost Active but the response was "disappointing" and it was soon abandoned.[5] Boost unveiled a number of limited edition flavours including a plum, cloves and cinnamon flavour known as Winter Spice in 2015,[21] a tropical flavour known as Tropical Guango in 2016,[22] a pomegranate and blueberry flavour known as Pomberri Blast in 2017[23] and a grape and cherry flavour known as Cosmic Glow in 2018.[24] Boost also launched protein drinks in 2016[25] and an iced coffee range in 2020.[26]

References
  1. "BOOST DRINKS LIMITED". GOV.UK. Archived from the original on 6 November 2021. Retrieved 10 October 2021.
  2. "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. "Meet the boss of Boost Drinks who is investing millions as the brand celebrates 20 years". The Yorkshire Post. 13 July 2021. Archived from the original on 9 October 2021. Retrieved 9 October 2021.
  4. "Yorkshire is the jewel in the UK's entrepreneurial crown". The Yorkshire Post. 20 September 2017. Archived from the original on 30 October 2021. Retrieved 30 October 2021.
  5. "How I made it: Simon Gray, founder of Boost Drinks". The Times. 27 November 2011. Archived from the original on 9 October 2021. Retrieved 9 October 2021.
  6. "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
  7. "NI market a significant 'Boost' for popular energy drink brand". The Irish News. 27 February 2018. Archived from the original on 12 December 2021. Retrieved 28 October 2021.
  8. "New look for Boost Drinks". Talking Retail. 6 February 2017. Archived from the original on 15 November 2021. Retrieved 29 October 2021.
  9. "Boost plans price increase across price-marked packs". betterretailing.com. 2 June 2020. Archived from the original on 12 December 2021. Retrieved 8 October 2021.
  10. "Three community groups set to receive share of £10,000 funding to help drive change in NI". The Irish News. 21 July 2021. Archived from the original on 12 December 2021. Retrieved 30 October 2021.
  11. "Boost offers festive help at Batleys Cash and Carry". Talking Retail. 10 December 2018. Archived from the original on 15 November 2021. Retrieved 15 November 2021.
  12. "Boost Drinks sponsors Proppa.com Honda team". Talking Retail. 8 January 2010. Archived from the original on 15 November 2021. Retrieved 15 November 2021.
  13. "Air Ambulance NI gets £41k boost from drinks firm". Belfast Telegraph. 8 April 2021. Retrieved 30 October 2021.
  14. "Drinks producers sign exclusive distribution deal". thebusinessdesk.com. 18 January 2021. Retrieved 9 October 2021.
  15. "Boost Drinks secures exclusive distribution rights with Hall & Woodhouse for Rio brand". lovebelfast.co.uk. 20 January 2021. Retrieved 30 October 2021.
  16. "Boost Drinks Becomes Official Global Partner Of Leeds United". Leeds United. 20 August 2021. Retrieved 9 October 2021.
  17. "Boost launches Retailer Hall of Fame". neighbourhoodretailer.com. Retrieved 30 October 2021.
  18. "BOOST LAUNCHES NI RETAILER HALL OF FAME". Boost Drinks. 29 June 2021. Retrieved 30 October 2021.
  19. "NI STORE INDUCTED INTO HALL OF FAME". lovebelfast.co.uk. 7 October 2021. Retrieved 30 October 2021.
  20. "Randalstown store inducted into Boost Hall of Fame". Belfast Telegraph. 6 October 2021. Retrieved 30 October 2021.
  21. "Spice up your winter with Boost". Scottish Local Retailer Magazine. 28 August 2015. Retrieved 8 October 2021.
  22. "Putting a price on energy". scottishgrocer.co.uk. 25 May 2016. Retrieved 12 October 2021.
  23. "Boost unveils new limited edition flavour". Talking Retail. 29 March 2017. Archived from the original on 15 November 2021. Retrieved 8 October 2021.
  24. "Cosmic Glow flavour to join Boost portfolio". betterretailing.com. 11 September 2018. Archived from the original on 12 December 2021. Retrieved 8 October 2021.
  25. "New Protein Boost drink set for launch". Talking Retail. 22 November 2016. Archived from the original on 12 December 2021. Retrieved 12 October 2021.
  26. "Boost moves into fastest growing category in soft drinks with two brand new coffee SKUs". uknewsgroup.co.uk. 25 February 2020. Archived from the original on 12 December 2021. Retrieved 8 October 2021.
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