Boost books 26% sales increase

Boost books 26% sales increase

UK energy drinks firm Boost Drinks reported record annual sales after a 26% rise in 2009.

Boost, which produces Energy, Sport, Active and Smoothie varieties under its namesake brand, told just-drinks that sales hit GBP12m (US$19.5m) for the 12 months to the end of December.

A spokesperson for the privately held company declined to comment on profits for the year.

Demand for Boost Energy drove growth, it said in a trading update yesterday (27 January).

Citing Nielsen figures, it said that sports and energy remains the fastest growing sector within the UK soft drinks category, demonstrating 6% volume and 4.6% value increases year-on-year.

Boost said the firm is outperforming this rate.

The firm said its ongoing strong performance is down to the brand’s focus on combining “quality and value price points as consumers cut their shopping budgets during the recession”.

Managing director Simon Gray said: “2009 was a year of consolidation for us – we focused on engaging with our trade partners further and developing our energy market share.

"Our ability to quickly respond to demand contributed to our success over the last 12 months - price marking, for example, was a massive trend that paid off for us, as sales of our 250ml Energy can demonstrate."

He added: “This year, we are looking forward to new product development to widen the category, and our first ever direct to consumer campaign – it’s an exciting time for us.”