Boost Drinks’ Adrian Hipkiss on how the company plans to make the most of the growing market

Leeds-based Boost Drinks supplies sports and energy drinks to symbol and independent retailers. Marketing director Adrian Hipkiss explains how the company plans to make the most of a growing market.

Boost Drinks' Adrian Hipkiss

Company CV 

Company Boost Drinks

Marketing director Adrian Hipkiss 

Company profile Boost Drinks supplies sports, energy and protein drinks to independent and symbol retailers.  

Recent news Boost’s new on-pack promotion gives consumers the chance to win daily and weekly prizes, as well as an all-expenses-paid trip to New York.

What is your background, and what attracted you to work for Boost Drinks? 

My career includes 15 years of commercial experience working for food and drink brands across marketing and sales divisions.

I joined Boost from Tangerine Confectionery, where I held leadership positions that included head of marketing and, most recently, international sales director.

I’m excited to join Boost as it’s a great business that is going from strength to strength. I’m looking forward to working with the team on evolving the brand and looking at how to build on its successful position in the market. 

What are the biggest opportunities for independent retailers in sports and energy, and the wider soft drinks market? 

The sports and energy market is growing at a healthy rate of 7.8% in volume. Flavour stimulation now represents almost 40% of the energy category, so ensuring that original and a flavour selection is available to shoppers is key.

The explosion of the sports market presents great category opportunities, which is why Boost advises independent retailers to ensure enough room is allocated for their sports and energy offerings. 

Protein is another growing category, which is why Boost extended its portfolio to include Protein Boost in 2016.

It’s a tough market for independent retailers, but as an independent business, Boost understands the challenges and the opportunities, and is always looking at how it can best support the sector. 

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What is Boost’s agenda for the next year? What is being launched? What listings is Boost aiming for and what targets are you working towards?  

Boost is focusing on further strengthening its business and successful range, and building upon what the business has already achieved. The brand’s success has seen Boost Energy Original 250ml become the UK’s second-most-popular energy drink.

The business has evolved to reflect changing markets and consumer dynamics, most recently with the move into the protein category. 

A big part of my role will be focusing on building further brand engagement, driving insight into the heart of our planning and decision-making, and fuelling our innovation pipeline to build a long-term sustainable growth strategy. 

How do you see other players – such as Coca-Cola Energy – entering the 250ml energy sector changing the market? Is it becoming too crowded? 

Boost holds a unique position within a thriving market that sets it apart from the competition. However, Coca-Cola’s decision to enter the energy market shows the strong appeal of the category and the many opportunities it can afford. 

Boost sees its business as a great- value challenger brand in a strong category proposition, as its products have the taste and quality of the brand leaders, but at a much more accessible price.

As the market evolves, Boost will remain committed to providing great-tasting and exceptional-value energy, sports and protein drinks.

Retailers have recently criticised the margins offered by PMPs. Are you seeing more retailers selecting non-PMP options in your sales? 

As an independent business, Boost Drinks has always understood the importance of the volume of PMPs in the independent sector, which is why it offers every single one of its energy, sports and protein drinks as a PMP, as well as non-PMP options on key lines. It focuses on consistently offering a good return for retailers. 

Boost also looks at a number of other ways in which to support retailers, such as promotions on its bestselling ranges that can help maximise sales.

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