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 apart 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.
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