Boost (health food)

Boost is a chocolate-flavored health food drink manufactured by GlaxoSmithKline. It was launched in 1977 in India. Brand ambassador for Boost in 1986 was the cricketer Kapil Dev. Sachin Tendulkar became the brand ambassador with his debut in 1989. Virender Sehwag joined in 2002. Later in 2008, Mahendra Singh Dhoni became the brand ambassador. The product's slogan "Boost is the secret of my energy" is ubiquitous in India.

Introduction

Boost is a nutritional health drink, especially for children. Boost is one of the major players in the Rs 1400 crore Indian Health Food Drink (HFD) market. The HFD market has two segments: white powder segment and brown segment. Boost is a malt-based milk additive with the flavor of chocolate. It is one of the chocolate-flavored health food drinks made by GlaxoSmithKline, the other being Horlicks. Boost has a share of around 12% in the HFD market. Boost is positioned as an energy drink. The tagline "Boost is the secret of my energy" has remained a blockbuster all through these years. The tagline has highest recall among the TG. Boost is also the first HFD brand to be endorsed by a celebrity. It was launched in 1977 in India.

Manufacture

Boost is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United Kingdom-based pharmaceutical, biological, and health care company. It also has a Consumer Healthcare operation comprising leading oral healthcare products, nutritional drinks, and over-the-counter medicines. The brand became national in the 1980s. Glaxo rules the Indian HFD market with a share of around 64 %. The market is ruled by Horlicks and the leader is flanked by flanker products Maltova and Viva.

Market

Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at children aged 5–18. The market is huge since this is the age group that demands some kind of energy drink. The kids are active and playing during this age and the pressure is on the home maker to keep the energy level of the kids high using some drinks. Boost was innovative not only in the promotion front but also in product improvements. In 2002, as a part of its repositioning, the brand came out with Power Boosters: which contains Copper and Biotin. It was first of its kind in this segment. Boost also innovated in packaging. Over these years, the packaging became contemporary and stylish to reflect the changing consumer preferences. This was good enough to attract children. With competitors like Bournvita, Complan, Horlicks, this brand had to attract the children and provide them with a better, healthy, tasty, and nutritional energy drink.