Boost Drinks has launched its first range of 500ml canned drinks, Boost Juic’d, to capitalise on growth in the segment.

The new range, developed with 5% real fruit juice, will be available this month to retailers in Mango & Tropical Blitz, Watermelon & Lime Twist and Pineapple & Guava Punch varieties, in £1 price-marked cans, in wholesalers in cases of 12.

The launch of Boost Juic’d comes as the 500ml can segment is the fastest-growing in energy drinks, worth £232m and having grown by 28%.

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Adrian Hipkiss, marketing and international business director at Boost, said: “Our business operates on listening to the needs and wants of our customers and end consumers. Coupled with the category data, it was clear there is a huge demand for a new brand in the 500ml can space.”

In support of Boost Juic’d’s launch, there will be marketing campaign including out-of-home, digital advertising, social media and in-depot activations.

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