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The functional drinks company is entering the glucose category with Boost Active, which is developed to complement the company’s current flagship energy drinks range, its isotonic offering and its most recent addition, the Boost smoothie.

The new sparkling glucose drink, packaged with a striking orange and black distinctive design, is based on a formula that allows faster absorption of sugar into the body and brain. The marketing campaign supporting the launch of Boost Active has been specifically designed to strongly appeal to a wide range of consumers, using a ‘fuel for life’ strapline and highlighting the company’s growing range of functional drinks which allow consumers ‘to do more’.

Simon Gray, Managing Director of Boost Drinks explained how wholesalers and retailers can benefit from this growing sector: “Glucose drinks are a part of the fastest growing sector of the soft drinks category and we are committed to growing our range in line with customer demand. Boost Active is designed to provide physical energy when it is needed most as well as alleviating mental fatigue and this is currently proving popular as a pick-me-up with consumers across the board.

“While Boost Active is a quality product that tastes very good, in attractive packaging with a premium design, it is priced very competitively, enabling retailers to maintain a good profit margin and maximise on this growing category. ”