Energy drink brand Boost has launched a zero-sugar water range with added electrolytes and vitamins, exclusive to the convenience channel.
Boost Water+ (£1 price-marked pack/500ml) bridges the gap between flavoured and functional water, while providing shoppers with vitamins and supplements in a convenient ready-to-drink format, according to the AG Barr-owned brand.
The range is available in three flavours: cherry, citrus, and strawberry & peach.
According to Global Insight Services, almost a third of functional water shoppers are choosing electrolytes.
Boost says that its new electrolyte-focused range presents a “major opportunity” for retailers to tap into this profitable shopper trend.
Boost brand director Lisa McKenna says: “Water consumption is on the rise and, although shoppers are moving beyond simple thirst-quenching to seek drinks that offer functional benefits, they are not prepared to compromise on taste.
“Boost Water+ delivers more for water consumers – great tasting flavours, electrolytes, zero sugar and just £1 – there is no reason for a shopper not to choose it.
“We are confident that this convenience-exclusive launch from trusted brand Boost will be an incremental sales driver for retailers.”
