Boost (health food)

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Boost
Manufacturer GlaxoSmithKline
Country of origin India
Introduced 1977
Flavor Chocolate
Website http://www.gsk-ch.in/Boost.aspx

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.[citation needed]

Manufacture[edit]

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 Maltova and Viva.[citation needed]

Market[edit]

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 homemaker 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 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.