Boost (formerly known as Moro, sold as Moro Gold in

Australasia Australasia is a subregion of Oceania, comprising Australia, New Zealand (overlapping with Polynesia), and sometimes including New Guinea and surrounding islands (overlapping with Melanesia). The term is used in a number of different context ...

) is a brand of

chocolate bar A chocolate bar is a confection containing chocolate, which may also contain layerings or mixtures that include nut (fruit), nuts, fruit, caramel, nougat, and wafers. A flat, easily breakable, chocolate bar is also called a tablet. In some variet ...

manufactured by

Cadbury Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company owned by Mondelez International (spun off from Kraft Foods) since 2010. It is the second-largest confectionery brand in the world, after Mars. ...

. The bar is sold in the United Kingdom, Ireland, Australia, New Zealand and South Africa. It consists of

milk chocolate Milk chocolate is a form of solid chocolate containing Chocolate liquor, cocoa, sugar and milk. It is the most consumed types of chocolate, type of chocolate, and is used in a wide diversity of chocolate bar, bars, tablets and other confectione ...

with a

caramel Caramel ( or ) is a range of food ingredients made by heating sugars to high temperatures. It is used as a flavoring in puddings and desserts, as a filling in bonbons or candy bars, as a topping for ice cream and custard, and as a colorant ...

and

biscuit A biscuit is a flour-based baked food item. Biscuits are typically hard, flat, and unleavened. They are usually sweet and may be made with sugar, chocolate, icing, jam, ginger, or cinnamon. They can also be savoury, similar to crackers. ...

filling.

History

Boost was introduced in the UK in 1985 as Coconut Boost, a coconut and caramel bar coated in chocolate. In 1989 the

peanut The peanut (''Arachis hypogaea''), also known as the groundnut, goober (US), goober pea, pindar (US) or monkey nut (UK), is a legume crop grown mainly for its edible seeds. It is widely grown in the tropics and subtropics by small and large ...

and caramel Starbar was rebranded as Peanut Boost. A biscuit and caramel version was also launched. The coconut bar was discontinued in 1994 and the peanut version was again rebranded as Starbar. The biscuit version is now the standard Boost bar. An energy version, Boost

Guarana Guaraná ( from the Portuguese ''guaraná'' ; ''Paullinia cupana'', syns. ''P. crysan, P. sorbilis'') is a climbing plant in the family Sapindaceae, native to the Amazon basin and especially common in Brazil. Guaraná has large leaves and clu ...

, was launched in the UK in 2002 along with Boost Glucose. Both were marketed with the slogan "gives you the edge". In 2009, the Boost packaging was redesigned and the Boost Duo was also launched: two smaller Boost bars in one wrapper. Cadbury Boost Bites, bitesize bars sold in a 108g bag, were introduced in August 2015. Boost+ Protein was introduced in 2018 containing caramel, "protein crisps", and less sugar than the standard bar. In 2019 a peanut version of this was also released. Boost was the most popular snack among construction workers working on the

2012 London Olympics The 2012 Summer Olympics, officially the Games of the XXX Olympiad and also known as London 2012, were an international multi-sport event held from 27 July to 12 August 2012 in London, England, United Kingdom. The first event, the ...

. 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

In the 1990s Boost was advertised on television by comedy duo Reeves and Mortimer with the unconventional

advertising slogan Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand. Etymo ...

"It's slightly rippled with a flat under-side." Cadbury's Boost then went on to sponsor the successful Yamaha team in the

British Superbike Championship The British Superbike Championship (BSB), known for sponsorship reasons as the Bennetts British Superbike Championship, is a road racing championship for superbike class machines in the United Kingdom and acknowledged as the premier domestic s ...

. It has also been marketed using the slogan "charged with glucose".

References

External links

* {{Mondelez Cadbury brands Mondelez International brands Chocolate bars Australian confectionery Products introduced in 1985