Since it launched in 2001, the Boost business has successfully and consistently grown and thrived with a strong challenger brand proposition in a sector of the soft drinks industry that continues to be dominated by global giants such as Red Bull and Coca Cola. Under the continued leadership and entrepreneurial spirit of Simon Gray, Boost has achieved a strong and sustainable position and commercial performance underpinned by a culture that is recognised and celebrated by its staff as much as its customers and consumers.
While Boost has never been in a position to out-spend its competitors when it comes to business strategy it does have the ability and attitude at the core of its culture to simplify what others make complex, to act quickly and decisively when validated opportunities arise and to build a close dialogue with all its customer audiences. Boost has now achieved the position of #3 energy SKU in the independent convenience market (source IRI 09/19) and a rapidly growing international brand footprint.
Through a focused commitment to building trade relationships in the wholesale/cash & carry channel and understanding and delivering upon the needs of both retailers and consumers in that channel, Boost has built up a strong reputation as a business to be reckoned with and under the leadership of Simon Gray, a long term strategy that couples a commitment to its existing markets with an ambition to diversify and grow into new areas of opportunity and possibility.