Boost Drinks has expanded its Energy Stimulation range with the launch of its reformulated Fruit Punch variety.

The reformulated variety will replace Boost’s existing sugar-free Fruit Punch variety. Like other Boost energy lines, it is available in a 65p price-marked 250ml can.

It has launched in wholesalers nationwide in cases of 24.

Boost’s reformulation of Fruit Punch comes as the fruit punch flavour is growing at 28% annually in the energy drink category, accounting for 28% of unit sales in flavours, according to IRI research.

Carabao to launch non-HFSS Mango Burst in mid-May

Adrian Hipkiss, marketing and international business director at Boost, said: “The energy stimulation market is very much driven by taste and flavours with consumers increasingly looking for flavoured variants when choosing an energy drink.

“We anticipate our new Fruit Punch flavour to be very popular with consumers, especially as we head towards the warmer months and demand for exotic flavour profiles continue to be in high demand.”

The supplier is supporting the launch with a marketing campaign including out-of-home and digital advertising, trade and consumer PR, social media, print advertising, sampling and retailer and wholesale PoS.

Read more product news