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Boost (chocolate bar)

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Boost
Product typeConfectionery
OwnerCadbury
CountryUnited Kingdom
Introduced1985; 39 years ago (1985)
Related brandsList of Cadbury products
Websitecadbury.co.uk/boost

Boost (formerly known as Moro, sold as Moro Gold in Australasia) is a brand of chocolate bar manufactured by Cadbury. The bar is sold in the United Kingdom, Ireland, Australia, New Zealand and South Africa. It consists of milk chocolate with a caramel and biscuit filling.[1]

History

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Boost was introduced in the UK in 1985 as Coconut Boost, a coconut and caramel bar coated in chocolate.[2] In 1989 the peanut and caramel Starbar was rebranded as Peanut Boost.[3] A biscuit and caramel version was also launched. The coconut bar was discontinued in 1994[2] and the peanut version was again rebranded as Starbar.[3] The biscuit version is now the standard Boost bar.

An energy version, Boost Guarana, was launched in the UK in 2002 along with Boost Glucose. Both were marketed with the slogan "gives you the edge".[4]

In 2009, the Boost packaging was redesigned and the Boost Duo was also launched: two smaller Boost bars in one wrapper.[5] Cadbury Boost Bites, bitesize bars sold in a 108g bag, were introduced in August 2015.[6]

Boost+ Protein was introduced in 2018 containing caramel, "protein crisps", and less sugar than the standard bar.[7] In 2019 a peanut version of this was also released.[8]

Boost was the most popular snack among construction workers working on the 2012 London Olympics.[9][10]

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

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In the 1990s Boost was advertised on television by comedy duo Reeves and Mortimer with the unconventional advertising slogan "It's slightly rippled with a flat under-side."[11] Cadbury's Boost then went on to sponsor the successful Yamaha team in the British Superbike Championship.[11][12] It has also been marketed using the slogan "charged with glucose".[13]

References

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  1. ^ "Boost". www.cadbury.co.uk. Retrieved 5 November 2021.
  2. ^ a b "1985 - Boost Is Launched". www.cadbury.co.uk. Archived from the original on 28 October 2021. Retrieved 5 November 2021.
  3. ^ a b "Cadbury Starbar". cadburygiftsdirect.co.uk. Archived from the original on 5 August 2020. Retrieved 5 November 2021.
  4. ^ "Cadbury unveils 'energy' Boosts". Campaign. 5 September 2002. Archived from the original on 5 November 2021. Retrieved 5 November 2021.
  5. ^ Allen, Nicolette (25 April 2009). "Cadbury boosts sharing sector with Duo formats". The Grocer. Retrieved 6 November 2021.
  6. ^ "Cadbury Boost Bites launching in August". Talking Retail. 21 July 2015. Archived from the original on 6 November 2021. Retrieved 6 November 2021.
  7. ^ Woolfson, Daniel (20 July 2018). "Mondelez launches Boost bar pushing protein credentials". The Grocer. Archived from the original on 7 March 2021. Retrieved 5 November 2021.
  8. ^ Cronin, Éilis (1 March 2019). "Cadbury extends Boost portfolio with Peanut Protein variant". Talking Retail. Archived from the original on 2 March 2019. Retrieved 5 November 2021.
  9. ^ "Boost Bar wins gold from Olympic builders". Construction Index. 28 November 2012. Archived from the original on 1 December 2012. Retrieved 5 November 2021.
  10. ^ Bamford, Vince (28 November 2012). "Cadbury gave Olympics a different kind of Boost". The Grocer. Retrieved 5 November 2021.
  11. ^ a b Marsh, Harriet (11 April 1996). "THIS WEEK: Boost shuns relaunch ads". Campaign. Retrieved 4 November 2021.
  12. ^ "Tested: BSB Cadbury's Boost Yamahas". Motor Cycle News. 10 July 2016. Archived from the original on 11 July 2016. Retrieved 4 November 2021.
  13. ^ Smith, Jeremy (1 November 2003). "Sweet truth: how and why our food is laced with sugar". The Ecologist. Archived from the original on 6 August 2020. Retrieved 4 November 2021.
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