Business Enquirer Issue 111 | BOOST Drinks | March'23

ENERGISING EVERYBODY IN EVERY WAY

BOOST DRINKS

ENERGISING EVERYBODY IN EVERY WAY

From humble beginnings in its first office in Leeds, Boost Drinks has grown to become an awardwinning functional drinks supplier and marketer.

BOOST

PROJECT

DIRECTED BY: GLEN NEWTON

ARTICLE

WRITTEN BY: LAURA WATLING

CEO Simon Gray

Not only that, Boost has earned its stripes as a top three brand in each of its categories - Energy Stimulation, Sport, Protein, and Iced Coffee, and is market leader in Northern Ireland.

With British heritage firmly in its DNA, through its relationships with the independent retail sector, wholesale partners and events, Boost can be found internationally, too.

Leading the 35-strong SME, CEO Simon Gray founded the business straight out of university, and hasn’t looked back since. With partnership at its core, Simon’s driving a strong culture throughout the business, as it steps into a period of change.

Together We Succeed

With over 20 years in business, at the close of 2022, AG Barr (known for brands such as Irn Bru and Rubicon) announced the buy-

BOOST DRINKS

out of Boost Drinks.

Within AG Barr, Boost Drinks will remain a standalone business unit, allowing it to continue its planned growth trajectory and culture development.

“Stepping into 2023 as part of AG Barr is really exciting. It will support us in our continued growth, whilst we are able to tap into its vast industry knowledge and expertise” shared Simon.

Boost Drinks operates an asset light business model, outsourcing production, warehousing and logistics. With that in mind, partnerships are key to the business’ success.

“Our business has always been founded on developing strong partnerships, starting with suppliers. We’ve also built a strong network with local, regional and national wholesalers. We plan to maintain and evolve the business by continuing to develop with these partners,” said Simon, “I believe in the ethos “together we succeed””.

It’s unsurprising that on the agenda for Boost is further developing its environment and sustainable measures.

“Whilst we are not the manufacturer, we recognise the responsibility of our partners and support sustainable strategies throughout our supply chain,” explained Simon.

Boost has been working with its supply chain to remove plastic, use lighter weight packaging and log and analyse its carbon footprint. In addition, it runs a deposit return scheme.

Survival of the Fittest

Whilst the COVID-19 pandemic came with an endless list of negatives, it did give Boost Drinks the opportunity to show the industry what it’s made of.

Its approach to the pandemic focussed on two key factors - internal and external.

Internally, Simon feels the business was already ahead of the curve.

“We had already implemented many of the ways of working to come out of the pandemic, such as flexible working,” he said, “as an SME we were able to recognise each individual’s situation and adapt to that, putting mental health and wellbeing at the core of our approach”.

Meanwhile, from an external perspective it allowed Boost Drinks the opportunity to solidify its already strong partnership.

“We ensured to keep the communication channels open, developed new ways of working such as forecasting procurement, and prioritised stocking best-sellers,” Simon continued.

Ultimately, the pandemic enabled Boost Drinks to demonstrate its agility.

Not only that, it cemented its role in the community, by delivering care packages to key workers and driving recruitment initiatives.

About Expect Distribution

Expect Distribution is a transport, logistics, supply chain and warehousing company based in West Yorkshire. We offer a fresh approach, focussing on reliability, flexibility, and the profitability of our customers’ businesses.

Founded in 1988 with two vehicles, today we have over 350 employees, a 130-strong fleet and 60,000 pallet spaces across three warehousing sites. Clients include fast moving consumer goods brands Boost Drinks and Astonish, national retail chain Card Factory and customers in pharmaceuticals, construction, automotive and office furniture sectors.

Our bespoke logistics solutions

are typically offered on a term of 3-5 years which includes a dedicated Contract Manager, vehicles, and drivers; allowing for plans to be made in advance for maximum efficiency. We believe in building long-term partnerships that add value.

Boost & Expect

Having worked together for over 12 years, the relationship we have with Boost is a prime example of our bespoke approach which supports the growth trajectory of our customers. We understand each other’s business goals; aligning company values and ethos to provide a value added service with continuous improvement initiatives.

Our approach to the partnership

with Boost has been to provide a hybrid solution of warehousing and fleet operation, identifying the most cost effective solution throughout all stages of the supply chain. Regular strategic meetings determine the next steps in continuing the path of continuous improvement with clear actions determined.

Dedicated fleet in Boost livery enhances brand exposure and well retained, dedicated staff allows a high level of service without interruption.

Expect have invested significant time, passion and thought into their relationship with Boost and we’re excited to work together in this new era with AG Barr and embrace the opportunities it will bring.

“During this time we aimed to achieve 70% of our financial target, we hit high 80s and achieved record profits. Our growth plans weren’t easy to achieve during this time but they were certainly positive,” shared Simon, “I’m very proud of the business’ resilience”.

A Compelling Culture

When it comes to company culture, Simon, and, along with him, Boost Drinks, has been an early adopter.

As a leader, Simon has been self-taught, “nicking the best bits along the way”. He believes being humble, empathetic and inspiring are all attributes that play into his leadership style.

“It’s my goal to help to grow future leaders,” he said, “Boost Drinks nurtures an environment where colleagues have the ability to grow both internally and externally”.

Always learning, Simon turns to podcasts and personal development to nurture his abilities. In addition, he’s aware that by strengthening his team he can improve his own abilities whilst also achieving business goals.

As such, four years ago, Boost Drinks hired its first People and Culture Director. The introduction of this role enabled the business to crystalise its cultural message, directing a clear purpose, vision and values.

“I believe that we’ve implemented a compelling culture, based on the ethos of “energising everybody in every way,” explained Simon, “we’re open-minded but also open-mouthed, and embrace failure if it happens. I’m passionate about creating an environment where colleagues can be the best version of themselves, because the best version of them means the best version of our business”.

Leaping into the Future

A brand-led business, Simon described Boost Drinks as a ‘fast-follower’ with value for money credentials.

Of course, it’s inevitable that the business will have to fall in line with the cost of

inflation to avoid losses. Simon is confident, however, that Boost Drinks will still offer value for money.

Looking to the future, there is plenty of opportunity for Boost Drinks, for example the integration of technology to enable the business to work with data and insight.

“I’m excited for the future of the business, with the opportunity to invest in people, tech for people, and the integration of technology into our supply chain,” said Simon.

Naturally, as a fast-follower, the future holds exciting new products too, with flavour extensions and the launch of 500ml cans.

www.boostdrinks.com