GlaxoSmithKline Consumer Healthcare Launches Boost Energy Shake, Chennai, 21th July 2004
21 July 2004
GlaxoSmithKline Consumer Healthcare Launches Boost Energy Shake
The Energy of Boost Anytime, Anywhere
Chennai, 21 th July 2004
GlaxoSmithKline Consumer Healthcare today announced the launch of Boost Energy Shake - a new chilled ready-to-drink variant of Boost - in Tamil Nadu. Boost Energy Shake will be available in a 200 ml tetra pack and priced at Rs.12/-. The beverage carries Boost's signature delicious choco-malt taste and promises to give consumers the opportunity to energize themselves with Boost anytime, anywhere.
The launch is accompanied by an exciting new television commercial campaign featuring Sachin Tendulkar and Virender Sehwag. A variety of ground level activities will also be undertaken to promote Boost Energy Shake.
"Boost has historically been had more often as a hot drink in the morning. With the chilled ready-to-drink variant we hope to make Boost a source for energy anytime during the day", said Leanne Cutts, Vice President, Marketing, GlaxoSmithKline Consumer Healthcare. "Boost has a proud tradition of product innovation and as Tamil Nadu is our strongest market in India, we are sure the discerning consumers here will enjoy the energy and taste of Boost in this new avatar."
This choco-malt flavoured beverage is rich in energy, proteins, carbohydrates and calcium. These qualities make Boost Energy Shake the ideal option for refreshment on -the -go.
Boost is a health food drink (HFD), which is positioned on the energy platform in India. Realising that the energy segment had a huge potential, GlaxoSmithKline India launched the brand as the 'vitaminised energy fuel' with a unique choco-malt taste, a differentiator from the other HFD's.
Developed by the Indian R&D team in 1974, and launched in 1975-6 in Kerala, Boost has been one of the fastest growing brands in the Indian GSK Consumer portfolio.
GlaxoSmithKline Consumer Healthcare (GSKCH) is a global FMCG company in the nutritional and OTC healthcare segments, present in India since 1958. The company's quest is to consistently innovate, by centering on consumers and delivering through science to enable people to do more. Its brands Horlicks, Boost, Crocin, Iodex and Eno are an integral part of Indian lives.