For Boost Energy Drinks, 2020 was a busy year. From supporting its convenience channel partners through COVID-19 to launching a new iced coffee RTD, Boost Energy Drinks had a truly eventful year. And 2021 is shaping up to be no different, says, founder and managing director Simon Gray told Bryony Andrews in the latest episode of BPI’s (Beverage Partners International) Beverage Insights.
Discussing the macro trends shaping functional category, Simon said: “I think usage occasions are changing, needs and tastes are changing, so functionality really comes into its own, whether it’s the stimulation energy that is how we were founded, moving more into the isotonics and the hydration market.”
BPI’s Beverage Insights 2021 is a series of ZOOM interviews with key figures in the beverage business, inviting them to share their insights to offer a greater understanding of where the industry is heading in 2021 and beyond.