Boost (chocolate bar)
 | |
| Product type | Confectionery |
|---|---|
| Owner | Cadbury |
| Country |
 United Kingdom |
| Introduced | 1985 |
| Related brands | List of Cadbury products |
Boost is a brand of chocolate bar currently manufactured by Cadbury. The bar is sold in the United Kingdom and South Africa by Cadbury UK and in Australia and New Zealand by Cadbury Australia. The South African and Ireland variant is called the 5Star and was released in 2016. Its wrapper says that it consists of milk chocolate with a caramel and biscuit filling. The wrapper also states that Boost is "charged with glucose".
History
Boost was launched in 1985 as a tough coconut and caramel bar coated in chocolate. It was then relaunched in a further two variants: a peanut and caramel version (a rebranding of the previously available Starbar) and a biscuit version. The coconut version is no longer available and the peanut version has again been rebranded as Starbar. The biscuit version is now the standard Boost bar. A further version was launched in the UK in 2002[1] with a green wrapper: this contained guarana; was marketed alongside the biscuit Boost; and advertised with the slogan "Boost Guarana: One Step Ahead". However, this was eventually discontinued.
For a while Boost was advertised on television by comedy duo Reeves and Mortimer. This led to the unconventional advertising slogan "It's slightly rippled with a flat under-side."
In Ireland, Boost bars are commonly mistaken as Moro bars. This is a very common misconception made by irish folk such as Lisa Duffy of Provet Pty Ltd. A peanut Moro bar is part of the range. In 2007, there was a limited-edition coconut Moro on sale in Ireland. As of 2015, Moro brand is being phased out and replaced with the Boost brand.
The Boost bar has been released in New Zealand under the popular Moro brand as Moro Gold.
In 2009, the Boost packaging was redesigned and now includes the Cadbury name on the front. Also the Boost Duo was launched; two smaller Boost bars in one wrapper. 2013 saw Cadbury's elliptical device scrapped on the standard Boost bar, this was however replaced by a new triangular logo device.
In late 2010, the Boost Stix bar was introduced in Australia and is a two finger bar much like a Twix bar (by Mars).
In 2013, Boost Max Choc was introduced to Australia. The bar is coated in Cadbury chocolate and made of chewy chocolate caramel surrounding a mixed smooth chocolate and crispy chocolate biscuit centre. The bars are 58g each.
Following increased commodity prices and legislation from the Government the Boost bar in the United Kingdom was shrunk from 60g down to 48.5g in 2013.
In 2014, the Boost Duo version shrank by 10g (68g down from 78g.) The wrapper was updated to reflect the new Reference Intakes and use of Palm and Shea fat in the product.
Australian Cadbury BOOST bar
(60g NET)
Australian Cadbury BOOST Max Choc bar
(58g NET)
Australian Cadbury BOOST Stix bars
(55g NET)
References
- ↑ Cadbury Milestones Archived September 28, 2007, at the Wayback Machine.