Boost is a brand of chocolate bar manufactured by

Cadbury Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company fully owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mar ...

. The bar is sold in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and ...

Ireland Ireland ( ; ga, Éire ; Ulster-Scots: ) is an island in the North Atlantic Ocean, in north-western Europe. It is separated from Great Britain to its east by the North Channel, the Irish Sea, and St George's Channel. Ireland is the s ...

Australia Australia, officially the Commonwealth of Australia, is a sovereign country comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands. With an area of , Australia is the largest country by ...

New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island coun ...

and

South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring coun ...

. It consists of

milk chocolate Milk chocolate is a solid chocolate confectionery containing cocoa, sugar and milk. Chocolate was originally sold and consumed as a beverage in pre-Columbian times, and upon its introduction to Western Europe. Major milk chocolate producers incl ...

with a

caramel Caramel ( or ) is an orange-brown confectionery product made by heating a range of sugars. It can be used as a flavoring in puddings and desserts, as a filling in bonbons, or as a topping for ice cream and custard. The process of carameli ...

and

biscuit A biscuit is a flour-based baked and shaped food product. In most countries biscuits are typically hard, flat, and unleavened. They are usually sweet and may be made with sugar, chocolate, icing, jam, ginger, or cinnamon. They can also be s ...

filling.

History

Boost was introduced in the UK in 1985 as Coconut Boost, a coconut and caramel bar coated in chocolate. In 1989 the

peanut The peanut (''Arachis hypogaea''), also known as the groundnut, goober (US), pindar (US) or monkey nut (UK), is a legume crop grown mainly for its edible seeds. It is widely grown in the tropics and subtropics, important to both small an ...

and caramel

Starbar Starbar is a brand of chocolate bar manufactured by Cadbury. The bar has chocolate covering and is filled with caramel and crushed roasted peanuts. The product is also sold in Canada and Germany under the name Wunderbar. History The Star Bar ...

was rebranded as Peanut Boost. A biscuit and caramel version was also launched. The coconut bar was discontinued in 1994 and the peanut version was again rebranded as Starbar. The biscuit version is now the standard Boost bar. An energy version, Boost

Guarana Guaraná ( from the Portuguese ''guaraná'' ), ''Paullinia cupana'', syns. ''P. crysan, P. sorbilis'') is a climbing plant in the family Sapindaceae, native to the Amazon basin and especially common in Brazil. Guaraná has large leaves and cl ...

, was launched in the UK in 2002 along with Boost Glucose. Both were marketed with the slogan "gives you the edge". In 2009, the Boost packaging was redesigned and the Boost Duo was also launched: two smaller Boost bars in one wrapper. Cadbury Boost Bites, bitesize bars sold in a 108g bag, were introduced in August 2015. Boost+ Protein was introduced in 2018 containing caramel, "protein crisps", and less sugar than the standard bar. In 2019 a peanut version of this was also released. Boost was the most popular snack among construction workers working on the

2012 London Olympics The 2012 Summer Olympics (officially the Games of the XXX Olympiad and also known as London 2012) was an international multi-sport event held from 27 July to 12 August 2012 in London, England, United Kingdom. The first event, the ...

. Following increased commodity prices and legislation from the Government, the Boost bar in the United Kingdom was shrunk from 60g down to 48.5g in 2013. In 2014, the Boost Duo version also shrank by 10g to 68g. The wrapper was notably updated to reflect the new Reference Intakes and use of Palm and Shea fat in the product. The boost Duo has shrunk yet again to 63g which is only 3g more than the original bar from 1985.

Marketing

In the 1990s Boost was advertised on television by comedy duo Reeves and Mortimer with the unconventional

advertising slogan Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand. Etym ...

"It's slightly rippled with a flat under-side." Cadbury's Boost then went on to sponsor the successful Yamaha team in the

British Superbike Championship The British Superbike Championship (BSB), currently known for sponsorship reasons as the Bennetts British Superbike Championship, is the leading road racing superbike championship in the United Kingdom, and was once widely acknowledged as the p ...

. It has also been marketed using the slogan "charged with glucose".

References

External links

* {{Mondelez Cadbury brands Mondelez International brands Chocolate bars Australian confectionery Products introduced in 1985