Boost (chocolate bar)

Boost, sold as Moro Gold in Australasia, is a brand of chocolate bar manufactured by British company Cadbury. It consists of milk chocolate with a caramel and biscuit filling.^[1] The bar is sold in the United Kingdom, Ireland, Australia, New Zealand and South Africa.^{[citation needed]}

Boost

Product type	Confectionery
Owner	Cadbury
Country	United Kingdom
Introduced	1985; 40 years ago (1985)
Related brands	List of Cadbury products
Website	cadbury.co.uk/boost

History

Boost was introduced in Britain 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. In Australasia, the Boost was formerly known as Moro.^{[citation needed]}

A number of variants were also made through the years. An energy version, Boost Guarana, was launched in the British market in 2002 along with Boost Glucose. Both were marketed with the slogan "gives you the edge".^[4] Boost+ Protein was introduced in 2018 containing caramel, "protein crisps", and less sugar than the standard bar.^[5] In 2019 a peanut version of this was also released.^[6]

In 2009, the Boost packaging was redesigned and the Boost Duo was also launched: two smaller Boost bars in one wrapper.^[7] Cadbury Boost Bites, bitesize bars sold in a 108g bag, were introduced in August 2015.^[8]

Following increased commodity prices and legislation from the British Government, the Boost bar sold in Britain 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.^{[citation needed][original research?]}

Marketing

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."^[9] Cadbury's Boost then went on to sponsor the successful Yamaha team in the British Superbike Championship.^[9][10] It has also been marketed using the slogan "charged with glucose".^[11]

Popularity

Boost was the most popular snack among construction workers working on the 2012 London Olympics.^[12][13]