Boost Drinks, the owner of Northern Ireland’s second best-selling iced coffee brand within convenience*, has expanded its popular range of ready-to-drink coffee products with a new Mocha flavour.
Developed with a delicious blend of indulgent chocolate, South American coffee beans and superior milk content recipe, the Mocha flavour uses exclusive production techniques to create a silky taste and a quality product.
The new flavour offers extended shelf life for retailers compared to other brands, with the £1 PMP format providing strong cash margins for retailers.
Boost Iced Coffee Mocha will complement the popular Caffe Latte, Double Espresso and Caramel Latte SKUs offered by Boost, which makes up for 75% of category sales within the independent iced coffee market*.
The new flavour comes as the Boost coffee range continues to perform ahead of the category, with Boost Iced Coffee now the number one fastest growing RTD iced coffee brand in unit sales.
Research shows that 75% of the sales value within the RTD iced coffee market is made up of four flavours - Latte, Caramel, Espresso and Mocha**.
The addition of Mocha completes the set of popular flavours for Boost with the flavour being the fourth largest flavour segment in the iced coffee category, with a large 11% market share**.
The iced drinks market is already worth £200m* and growing at +34% volume and +36% value YOY* – making it the current fastest growing category within soft drinks.
“Next year we will mark our 20th year in the business in Northern Ireland, so seeing us fulfil our commitment to selling exceptional value products with no compromise on quality such as our new Mocha Iced Coffee is extremely rewarding,” said Adrian Hipkiss, marketing and international business director at Boost Drinks at Boost.
“Iced drinks and iced coffee popularity has soared in Northern Ireland, and we are very proud to own the second best-selling iced coffee brand in the region. Investing in new flavour development is key to staying ahead of the curve and ensure we’re continue to offer high-quality functional drinks which we’re confident this new Mocha flavour will offer.”
To support the Mocha launch, Boost is activating a multi-channel marketing communications campaign across both trade and consumer formats, including PR and advertising. Plans involve several experiential events taking place across NI shopping centres with eye-catching POS available to wholesalers, alongside an exclusive distribution drive throughout April with Hardy Distribution, Boost’s NI distribution partner.
Gareth Hardy, managing director of Hardy Distribution, said: “The introduction of Boost Iced Coffee Mocha will make yet another great addition to Northern Ireland, following the highly successful performances of Caramel Latte in 2021 and Double Espresso and Café Latte in 2020.
“We’ve been distributors of Boost in NI since day one, and it is incredible to see the brand grow successfully every year bringing even more products to wholesalers, retailers and consumers alike.”
To generate excitement around the launch consumers will be able to try the new flavour via mobile sampling at key bus and rail stations across Northern Ireland and cases of Mocha will be up for grabs across Boost Drink NI social channels.
OOH and digital advertising will appear from May which will consist of advertising on billboards and bus t-sides within Belfast and extending to other key towns to ensure Boost Mocha is front of mind to encourage impulse purchase.
The new Mocha will be available in wholesale in 12 x 250ml cases.
* IRI Marketplace Symbols & Independents and NI Convenience 52 weeks unit sales to 20th February 2022
** IRI Marketplace Data Symbols & Independents 52 weeks unit sales to 31st October 2021