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Modern ice teas and power shots with HEALTH appeal

What is BOS ?
BOS is an Organic Rooibos Ice Tea brand with roots in South Africa and also operating overseas in our primary markets of the Netherlands, Belgium, France and the USA.

BOS is positioned as the premium alternative to mainstream ice tea and attracts a shopper profile that drives value to the category.

BOS appeals to people of all ages who have an optimistic outlook on life, an appreciation for great aesthetics, and a desire to maintain a healthy lifestyle.
The magic ingredient of BOS, hand harvested organic rooibos, is naturally caffeine free, rich in anti-oxidants and delivers a natural sweet taste.

BOS is beating big brands
BOS is the number 1 premium ice tea brand and the number 2 brand overall in the top 4 of South African retailers. In Europe BOS is outperforming other premium ice teas like Honest and Pure leaf with the highest value per customer (39% higher than category in the Netherlands). In the Netherlands in 2019 BOS has grown with +38% in value sales in the premium ice tea segment. In this category BOS is the best performing premium ice tea and has with 44% also the highest market share.

More about BOS:

  • BOS was voted BEST TASTING ICE TEA in the Netherlands
  • In Europe BOS is launching a SUGARFREE ice tea (peach) in 1L and 500ml on-the-go format
  • Next to Ice Tea BOS has also launched FUNCTIONAL HEALTH SHOTS. These are functional, daily shots to support a healthy lifestyle. Ingredients are brewed organic rooibos + fruit juice + functional ingredients. They come in 4 variants (CBD – Chill Out, Vitamin C – Immunity, Probiotic – Gut Health, Collagen – Anti-Aging)
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