In 2000, Janine Allis saw a gap in the Australian market for a healthy fast food alternative. As a consumer she had always struggled to find anything healthy to eat and drink when she was out. With no business experience, only a passion to do retailing differently, she developed a business plan and raised $250,000 through friends. The idea was simple: make
healthy living both tasty and fun and build a brand that embodied her ‘Love Life’ philosophy.
By using real fruit and vegetables, along with Janine’s passion to create something that was unlike anything else in the market, the concept of Boost began to take shape.

While the juice bar concept was relatively new for Australia, the way Boost presented the brand was also new for retail in general. Boost was never simply about healthy and great
tasting juice or smoothies – the brand is built on the entire Boost experience that takes place every time a customer enters a store. This experience is a combination of a great tasting product, served by positive and energetic people who greet you with a smile and are polite enough to call you by your first name in a bright and colourful store environment with fun music to match! This point of difference is further enforced through the brand’s on-going commitment to product innovation, unique tactical marketing campaigns and partnerships, a robust customer relations strategy and our Vibe Club loyalty program that rewards loyal customers.