Cadbury Boost can best be summed up in two words. “Broken” and “Starbar“.
The branding may be completely different, but as you can see when we cut the Boost in half, it looks quite similar to the Starbar:
The only difference is that Boost has had all the good stuff taken out and (from a quick glance at the ingredients) replaced with all sorts of artificial rubbish – that doesn’t taste particularly nice.
The peanuts and crisped rice of the Starbar have been replaced by copius quantities of an overly-sweet, glucose-syrupy-truffle substance and bits of “biscuit”. The result is a heavy – almost stodgy – and sweet bar, which is quite hard to eat, and doesn’t taste of anything much.
Cadbury use the strapline “Charged with glucose” on Boost, which in itself is a bit odd. Roughly translated, this means “packed full of sugar”. I can only think they’re positioning it as some kind of energy bar. It’s pretty high in calories (310 / bar), so that’s possibly the only way they can sell it.
According to Wikipedia, Cadbury have changed the branding and ingredients of both Boost and Starbar over the years, which would seem to indicate they don’t quite know what to do with them. I can see why.
I don’t have anything against Boost. But when your unique selling point is that you’re loaded with sugar, it’s hardly surprising Cadbury don’t know how to position it.