Boost Juice deal with food giant Nestle UK

Juice franchise chain Boost Juice has created a range of “boosted smoothies” with Nestle UK for distribution through British supermarkets, cafes and convenience stores.

Boost Juice, founded by Janine Allis in 1998, is licensing the brand to Nestle UK for a royalty. Chief executive Jeff Allis says Nestle approached Boost when it was looking for a way to expand into the “wellness” category.

Boost opened its first fresh juice store in Britain under a master franchise agreement in Manchester last year.

Allis say Nestle’s consumer research showed the Boost brand and logo resonated with consumers, even though the Boost brand does not have the recognition there that it has in Australia.

The launch is being supported by a £5 million marketing and communications strategy.

Allis says that Boost’s royalty will be subsidising the marketing spend initially, but if the product is a success, it could earn the Australian company $1 million to $2 million a year.

There are now eight Boost Juice stores in Britain, and 200 worldwide.