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Nestlé UK and Boost Juice Bars have joined forces to launch a range of 100% fruit smoothies with added nutritional benefits, aimed at the 18 to 30-year-old health-conscious consumer.

The UK healthy drinks and smoothie market is a crowded one, but there's a gap for a more functional range of ready-to-drink smoothies that still deliver on taste. Made by the Australian juice experts, Boost Juice Bars, the Boosted Smoothies brand is described as cheeky, noisy, vibrant, raunchy, adult, yet accessible, honest and fun.

Dragon was asked to create a big idea for the brand, which would create new news in the category, building on the Boost vibe and be in harmony with the 'Love Life' essence of Boost Juice Bars.

Boosted Smoothies will be available nationwide from the end of April in four flavours: Mango Mania – Energy Boost gives a lift thanks to guarana and ginseng; Berry Blitz – Immunity Boost features a dairy-free probiotic and Vitamin C to help strengthen the body’s defences; Smashin’ Strawberry – Mind Boost has a ginseng & guarana mix which can aid memory and concentration; and Topical Twist – Metabolism Boost contains Teavigo a taste-free green tea extract which can have a positive effect on fat oxidation.

The launch is being supported with a £5 million integrated marketing and communications campaign.