Boost
A Cadbury chocolate-bar brand built around milk chocolate, caramel and biscuit fillings.
Last updated August 31, 2026
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Overview
Boost is a chocolate-bar brand manufactured by Cadbury and sold primarily in the United Kingdom, Ireland, Australia, New Zealand and South Africa. The standard bar combines a milk-chocolate coating with a caramel and biscuit centre, positioning it as an indulgent, textured count-line confectionery product rather than an energy drink or functional beverage. In Australasia, the product has been sold under the name Moro Gold, while the bar was formerly known as Moro in some markets including Ireland. The brand originated in Britain in 1985 as Coconut Boost. That first version paired coconut and caramel beneath a chocolate coating. Its range changed substantially during the late 1980s and 1990s. In 1989, the peanut-and-caramel Starbar was rebranded as Peanut Boost, while a biscuit-and-caramel variant was also introduced. The coconut version was discontinued in 1994, and the peanut version subsequently returned to the Starbar name. The biscuit-and-caramel formulation became the standard Boost bar and remains the core expression of the brand. Cadbury has extended Boost through several formats and formulations. Boost Guarana and Boost Glucose were launched in the United Kingdom in 2002 and promoted with the slogan “gives you the edge,” reflecting an attempt to associate the brand with energy and active consumption while retaining its confectionery identity. A packaging redesign took place in 2009, the same period in which Boost Duo was introduced as a wrapper containing two smaller bars. Boost Bites, consisting of bite-sized pieces in a bag format, followed in August 2015. Boost+ Protein was introduced in 2018 with caramel, protein crisps and a lower-sugar formulation than the standard bar; a peanut version followed in 2019. The British range has also experienced changes in product weight and packaging. The standard bar was reduced from 60 grams to 48.5 grams in 2013, in the context of higher commodity costs and British government legislation. In 2014, Boost Duo was reduced by 10 grams to 68 grams, and its wrapper was updated to display Reference Intakes and information relating to the use of palm and shea fats. The Duo format later fell to 63 grams. These changes illustrate the tension between maintaining a familiar confectionery proposition and managing ingredient costs, regulatory requirements and retail pricing. Boost has used distinctive humour and sponsorship in its marketing. During the 1990s, television advertising featuring the comedy duo Reeves and Mortimer used the deliberately unconventional line “It’s slightly rippled with a flat under-side.” The brand also sponsored Yamaha’s team in the British Superbike Championship and has used the phrase “charged with glucose” in its communications. Beyond advertising, the brand has developed strong visibility in convenience and snack occasions; reference material identifies Boost as the most popular snack among construction workers working on the 2012 London Olympics, although this describes a specific consumer context rather than a general market ranking. Today, Boost remains a Cadbury chocolate-bar brand with a core biscuit-and-caramel product and a history of extensions spanning coconut, peanut, glucose, guarana, protein and multipack or bite-sized formats. Its identity is rooted in accessible, high-energy confectionery, bold packaging and a recognisable combination of chocolate, caramel and crunch.
History
Boost entered the British confectionery market in 1985 as Coconut Boost. The original product consisted of coconut and caramel enclosed in a chocolate coating, establishing the brand’s early association with a layered, textured centre. The range was subsequently reshaped through several naming and formulation changes. In 1989, the peanut-and-caramel Starbar was marketed as Peanut Boost, and a separate biscuit-and-caramel version was introduced. The coconut product was discontinued in 1994, while the peanut version later reverted to the Starbar identity. The biscuit-and-caramel product became the enduring standard Boost bar. The brand has used different names across markets. In Australasia, Boost has been sold as Moro Gold, and in Ireland and some other markets it was formerly associated with the Moro name. Despite these regional naming differences, the central product concept is a chocolate-coated bar with caramel and biscuit filling. The product is manufactured by Cadbury and has been sold across the United Kingdom, Ireland, Australia, New Zealand and South Africa. During the 2000s, Cadbury broadened the brand beyond the standard bar. Boost Guarana and Boost Glucose appeared in the British market in 2002 and were marketed with the phrase “gives you the edge.” These variants gave the brand a more overtly energising profile while remaining within the chocolate-confectionery category. A packaging redesign in 2009 accompanied the introduction of Boost Duo, a format containing two smaller bars in one wrapper. Further format expansion followed in the 2010s. Boost Bites were introduced in August 2015 as bite-sized pieces sold in a bag. In 2018, Boost+ Protein added protein crisps and used a lower-sugar recipe compared with the standard bar. A peanut version of Boost+ Protein followed in 2019. These launches show the brand’s effort to address different consumption occasions and formulation expectations without abandoning its established caramel-and-chocolate identity. Boost’s commercial history also includes changes in portion size and packaging information. In Britain, the standard bar was reduced from 60 grams to 48.5 grams in 2013. The stated context was a combination of increased commodity prices and British government legislation. The Boost Duo format was reduced by 10 grams to 68 grams in 2014 and later reduced again to 63 grams. The 2014 wrapper update incorporated Reference Intakes and information concerning palm and shea fats. These changes affected the physical presentation of the product while preserving its established brand name and core flavour proposition. Marketing has been an important part of Boost’s identity. In the 1990s, advertisements featuring Reeves and Mortimer used the eccentric line “It’s slightly rippled with a flat under-side.” The brand also sponsored Yamaha’s successful team in the British Superbike Championship and used the phrase “charged with glucose” in marketing. Reference material further records strong popularity among construction workers involved in the 2012 London Olympics, identifying Boost as their most popular snack in that setting. Boost therefore developed from a coconut-based British chocolate bar into a broader Cadbury range centred on biscuit, caramel and chocolate. Its history is characterised by the retirement and renaming of early variants, regional naming differences, portion and packaging changes, and extensions into Duo, Bites and protein-oriented products.
- 2019
Peanut Boost+ Protein released
[1]A peanut version of Boost+ Protein was launched.
- 2018
Boost+ Protein launched
[1]A lower-sugar Boost variant containing protein crisps was introduced.
- 2015
Boost Bites launched
[1]Bite-sized Boost pieces were introduced in a 108-gram bag.
- 2013
Standard bar reduced in size
[1]The British bar was reduced from 60 grams to 48.5 grams.
- 2009
Packaging redesign and Duo format
[1]The packaging was redesigned and Boost Duo launched with two smaller bars in one wrapper.
- 2002
Guarana and Glucose variants launched
[1]Boost Guarana and Boost Glucose were introduced in Britain.
- 1994
Coconut variant discontinued
[1]The original coconut Boost product was discontinued; the peanut version later returned to the Starbar name.
- 1989
Peanut Boost created through Starbar rebranding
[1]The peanut-and-caramel Starbar was rebranded as Peanut Boost, while a biscuit-and-caramel version was also launched.
- 1985
Coconut Boost introduced
[1]Boost was introduced in Britain as a coconut-and-caramel chocolate bar.
Products and positioning
Mass-market chocolate confectionery combining milk chocolate, caramel and biscuit texture, with selected variants using energy or protein-oriented positioning.
Chocolate bar
Boost standard bar
The core Boost product is a milk-chocolate-coated bar with caramel and biscuit filling. It is the surviving standard formulation after earlier coconut and peanut versions were discontinued or returned to other brand names. The product is associated with a layered texture and an indulgent, mass-market confectionery proposition.
Multipack chocolate bar · 2009
Boost Duo
Boost Duo packages two smaller Boost bars in a single wrapper. The format was introduced in 2009 and subsequently underwent portion reductions, including a reduction to 68 grams in 2014 and a later reduction to 63 grams.
Bite-sized chocolate confectionery · 2015
Boost Bites
Boost Bites are bite-sized pieces based on the Boost confectionery concept and sold in a bag format. The product was introduced in August 2015 in a 108-gram bag, providing a shareable or portionable alternative to the single bar.
Protein-positioned chocolate bar · 2018
Boost+ Protein
Boost+ Protein combines caramel and protein crisps and contains less sugar than the standard Boost bar. It represents an extension toward protein-oriented confectionery while retaining the brand’s familiar chocolate-and-caramel profile.
Energy-positioned chocolate confectionery · 2002
Boost Guarana
Boost Guarana was one of two energy-oriented Boost variants introduced in Britain in 2002. It was marketed as part of the brand’s effort to associate chocolate consumption with an energising benefit.
Energy-positioned chocolate confectionery · 2002
Boost Glucose
Boost Glucose launched alongside Boost Guarana in the British market in 2002 and was promoted with the slogan “gives you the edge.” Its formulation and marketing emphasised an energy-related proposition.
Marketing campaigns
- 2002“Gives you the edge” positioning
United Kingdom
Boost Guarana and Boost Glucose were marketed with the slogan “gives you the edge,” supporting an energising interpretation of the confectionery brand.
- 2000Yamaha British Superbike sponsorship
United Kingdom
Cadbury’s Boost sponsored Yamaha’s team in the British Superbike Championship.
Outcome. The sponsorship associated Boost with motorcycle racing and sports-oriented brand visibility.
- 1990Reeves and Mortimer television advertising
United Kingdom
During the 1990s, Boost television advertising featured comedy duo Reeves and Mortimer and used the unconventional line “It’s slightly rippled with a flat under-side.”
Outcome. The advertising became a distinctive part of the brand’s 1990s marketing identity.
Brand decisions
2018
Extend Boost into protein-positioned confectioneryProduct launchBackground
The brand expanded beyond its standard biscuit-and-caramel bar into a formulation with a more functional nutritional positioning.
Action taken
Boost+ Protein was introduced with caramel, protein crisps and less sugar than the standard bar.
Aftermath
A peanut version was released in 2019.
2014
Reduce Boost Duo weight and revise wrapper informationOtherBackground
The decision followed the earlier standard-bar size reduction and occurred in a period of cost pressure and regulatory information changes.
Action taken
Boost Duo was reduced by 10 grams to 68 grams, and the wrapper was updated to show Reference Intakes and information concerning palm and shea fats.
Aftermath
The Duo format later fell further to 63 grams.
2013
Reduce the standard Boost bar from 60 grams to 48.5 gramsOtherBackground
The reduction took place amid increased commodity prices and British government legislation.
Action taken
The British standard bar was reduced to 48.5 grams and its packaging was updated in the surrounding period.
Aftermath
The brand retained its core product identity while selling a smaller bar.
Recent events
Reported
Boost offers LG K22 for $70[2]
Boost was offering the LG K22 for $70, compared with its normal price of $90.
Reported
Boost launches LG K22[2]
Boost launched the LG K22, an entry-level phone with a 6.2-inch HD display.
Reported
Boost launches #PlayAtHome campaign[3]
Boost launched the #PlayAtHome campaign encouraging children to play safely at home. The campaign includes two videos promoted on Boost’s YouTube channel.
Sources3 sources
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