Scottish Grocer & Convenience Retailer

Sports and energy drinks

Plain packs take first steps

BOOST Protein drinks

BOOST Drinks is launching its flavoured milk drink in plain pack exclusively for independents.

Sales director Al Gunn said: “Having seen a huge demand for our price-marked protein products, we felt now was the time to offer our customers a plain pack version to give them more flexibility.”

Ready-to-drink Protein Boost comes in 310ml individual plastic bottles, available in chocolate and strawberry flavours. Each bottle contains 20g of protein, no fat, no added sugar, is gluten free and has less than 150 calories. SKUs come in an eight-bottle case and can be stored on the shelf or in the chiller.

Boost is not available to or through multiples as part of its Champion Of The Independents’ commitment. Protein Boost is being supported with a portfolio of POS material and other marketing support including outdoor advertising, PR and a dedicated consumer campaign called #MyNextSteps, whereby consumers were asked to post a fitness challenge they would like to achieve. From this 10 lucky users have been recruited to take part in a 12-week programme to meet their goal and improve their overall health and fitness.

One of the finalists, Jamie Curd, is training for the New York Marathon, while other challengers are taking part in a variety of events and some are just looking to improve their general fitness or tone up for the beach.

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