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Nestle Nutrition refers to its regular Boost energy drink as a “nutritional energy drink that helps provide energy and maintain health,” and is marketed as balanced nutrition that's ideal as a meal replacement or a nutritious snack. Boost is India’s leading malt-based food drink in chocolate flavour. It was developed by company’s R&D team in 1974 and launched in 1975-76. Currently it’s the third biggest health food drink in India and enjoys a market share of 11.5.
Boost is the first Malt Based Drink in India to use celebrity endorsement to convey its energy proposition and has successfully differentiated from other brands. It had been endorsed by India’s most famous cricket stars, particularly those which have a huge following among children like Kapil Dev, Sachin Tendulkar, Virendar Sehwag and now M S Dhoni and Virat Kohli.
The brand has been popular among kids in its core markets for its delicious chocolaty taste. Not only Boost has strong taste equity amongst the consumers but also has got relevant science credentials as well to drive conviction on health benefits of the drink. Boost has been differentiated of its energy proposition since its early years. In 2009, Boost launched its strongest ever, scientifically proven claim, of increasing stamina by 3 times driving up the nutritional credentials of the brand. The brand further strengthened its strong science credentials through the claim of delivering 3 times more stamina+ in a span of just 120 days++.
Boost continues to deliver on its promise of providing ‘tasty nutrition’ through launch of multiple flavours. Boost launched ‘Chocoeclairs’ flavour with an enhanced ‘chocolaty taste’ and ‘Choconut’ flavour to dial up the ‘nutty’ taste. Boost also launched its nutrition in form of biscuits knows as ‘Boost bites’ which are hugely popular in its core markets.