Boost (chocolate)

Boost is a chocolate bar made by Cadbury in the Republic of Ireland, and sold in the UK, Australia as well as South Africa. Its wrapper says that it consists of milk chocolate with caramel and biscuit filling. The wrapper also states that Boost is "Charged with glucose."

History

Boost was launched in 1985 [ [http://213.130.61.229/EN/CTB2003/about_chocolate/cadbury_milestones/1950_1999/1980/1985.htm Cadbury.co.uk] ] as a tough coconut and caramel bar, coated in chocolate (in a red wrapper). It was then relaunched in a further two variants: a peanut version with peanut butter (yellow wrapper) and a biscuit version (blue wrapper). The coconut version is no longer on sale, while the peanut variant is now called a Starbar. Starbar originally existed before peanut Boost but was taken off the market and rebranded. Then they changed their mind and rebranded it as Starbar again. The biscuit version is now the standard Boost bar. A further version was launched in the UK in 2002 [ [http://213.130.61.229/EN/CTB2003/about_chocolate/cadbury_milestones/2000_2049/2000/2002.htm Cadbury.co.uk] ] with a green wrapper: this contained guarana; was marketed alongside the Biscuit Boost; and advertised with the slogan "Boost Guarana: One Step Ahead".

For a while Boost was advertised on television by comedy duo Reeves and Mortimer. This led to the unconventional advertising slogan "It's slightly rippled with a flat under-side."

In Ireland, Boost bars are known as Moro bars. A peanut Moro bar is part of the range. There is currently (Summer 2007) a limited-edition coconut Moro on sale in Ireland.

The Boost bar has been released in New Zealand under the popular Moro brand as Moro Gold.

Reports surfaced in early autumn 2008 about a crusade to rename the Star Bar to Boost peanut, however little is known about the validity of this.

References