Boost is a chocolate-flavored health food

Health food

The term health food is generally used to describe foods that are considered to be beneficial to health, beyond a normal healthy diet required for human nutrition. However, the term is not precisely defined by national regulatory agencies such as the U.S...

 drink manufactured by GlaxoSmithKline

GlaxoSmithKline

GlaxoSmithKline plc is a global pharmaceutical, biologics, vaccines and consumer healthcare company headquartered in London, United Kingdom...

. It was launched in 1977 in India

India

India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...

. Brand ambassador for Boost in 1986 was the cricketer Kapil Dev

Kapil Dev

Kapil Dev Ramlal Nikhanj , better known as Kapil Dev, is a former Indian cricketer. He captained the Indian cricket team which won the 1983 Cricket World Cup...

. Sachin Tendulkar

Sachin Tendulkar

Sachin Ramesh Tendulkar is an Indian cricketer widely regarded as one of the greatest batsmen in the history of cricket. He is the leading run-scorer and century maker in Test and one-day international cricket. He is the only male player to score a double century in the history of ODI cricket...

 became the brand ambassador with his debut in 1989. Virender Sehwag

Virender Sehwag

Virender Sehwag , affectionately known as Viru, the Nawab of Najafgarh, or the Zen master of modern cricket, is one of the leading batsmen in the Indian cricket team. Sehwag is an aggressive right-handed opening batsman and a part-time right-arm off-spin bowler...

 joined in 2002. Later in 2008, Mahendra Singh Dhoni

Mahendra Singh Dhoni

Mahendra Singh Dhoni is an Indian cricketer and the current captain of the Indian national cricket team. He made his One Day International debut in December 2004 against Bangladesh, and a year later played his first Test, this time against Sri Lanka.Under his captaincy, India won the 2007 ICC...

 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

Health food

The term health food is generally used to describe foods that are considered to be beneficial to health, beyond a normal healthy diet required for human nutrition. However, the term is not precisely defined by national regulatory agencies such as the U.S...

, especially for children. Boost is one of the major players in the Rs

Rupee

The rupee is the common name for the monetary unit of account in India, Sri Lanka, Nepal, Pakistan, Mauritius, Seychelles, Maldives, and formerly in Burma, and Afghanistan. Historically, the first currency called "rupee" was introduced in the 16th century...

 1400 crore

Crore

A crore is a unit in the Indian number system equal to ten million , or 100 lakhs. It is widely used in India, Bangladesh, Nepal, and Pakistan....

 Indian Health Food Drink (HFD) market. The HFD market has two segments: white powder segment and brown segment. Boost is a malt

Malt

Malt is germinated cereal grains that have been dried in a process known as "malting". The grains are made to germinate by soaking in water, and are then halted from germinating further by drying with hot air...

-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

Horlicks

Horlicks is the name of a company and of a malted milk hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia....

. 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

GlaxoSmithKline plc is a global pharmaceutical, biologics, vaccines and consumer healthcare company headquartered in London, United Kingdom...

. GlaxoSmithKline is a United Kingdom

United Kingdom

The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

-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.