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.^[3] It was established in 2001 and is headquartered in Leeds.

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.^[4][5] 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".^[4] 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.^[4] The brand was launched in Northern Ireland in 2003,^[6] with the Northern Irish market accounting for approximately 15 per cent of the company's overall business by 2018.^[7]

As of 2011, the company employed eight people and had launched in 12 countries.^[3] The price of several Boost products increased in 2020.^[8] In September of the same year, Boost unveiled a £1.2 million "Choose Now" marketing campaign,^[5] which included a £10,000 fund to be shared by three community groups.^[9] 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.^[10]

In December 2022, it was announced that Boost was acquired by A.G. Barr for £20 million.^[11]

Boost Drinks ha mantenido una colaboración con Air Ambulance Northern Ireland desde 2019, cuando la empresa donó 10 000 libras esterlinas a la organización benéfica. ^{[ 12 ]} A partir de febrero de 2021, en virtud de un acuerdo firmado con la cervecera Hall & Woodhouse , con sede en Dorset , Boost Drinks se hizo responsable de la distribución, el marketing y la venta de la marca de refrescos Rio . ^{[ 13 ] [ 14 ]} Boost Drinks se convirtió en el " socio oficial de bebidas energéticas " del Leeds United para la temporada 2021-22 de la Premier League . ^{[ 15 ]}

En 2010, la empresa intentó introducir un producto de batido , pero la respuesta fue "decepcionante" y pronto se abandonó. ^{[ 4 ]} Boost ha lanzado una serie de sabores de "edición limitada" para su línea de bebidas energéticas y deportivas, incluyendo un sabor a "especias de invierno" en 2015, ^{[ 16 ]} un sabor tropical en 2016, ^{[ 17 ]} un sabor a granada y arándano en 2017, ^{[ 18 ]} y un producto de uva y cereza en 2018. ^{[ 19 ]} Boost también lanzó bebidas proteicas y una gama de café helado en 2016 y 2020 respectivamente. ^{[ 20 ] [ 21 ]} En 2022, Boost lanzó una gama de productos con sabor a fruta con la marca "Juic'd". ^{[ 22 ]}

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