The independents’ energy brand Boost is entering a new category in January with the national roll-out of Protein Boost.

The drinks come in 310ml plastic bottles, in chocolate and strawberry flavours, in cases of eight. Each bottle contains 20g of protein, no fat, no added sugar and less than 150 calories. Price-marked at £1.29, Protein Boost is being launched in response to increasing consumer demand for health and wellbeing products and provides the independent convenience channel with a protein drink brand focused on them.

The launch will be backed by a dedicated website, pos material and sampling.

Boost strategy director, Kirsty Birks, commented: "This is a very exciting piece of new product development for us. While the health and wellbeing agenda has continued to gain consumer momentum, we saw a real gap in the convenience sector for protein drinks. Our new offer provides a simple, convenient and tasty way to take in protein in a format that is not available in the multiples.

"Innovation has always been a priority for us and now seems exactly the right time for us to diversify, build on the brand equity that exists in the Boost name and further demonstrate our commitment to the independent channel."

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