Nestle picks Mather for Boost Juice brief

Nestle has appointed Mather, the Ogilvy Advertising conflict shop, to handle the top-secret launch of the Australian Boost Juice brand into UK supermarkets.

Boost is understood to have entered into a licensing deal with Nestle as it plots a retail launch of its Natural Born Juice range in the UK.

Mather beat an undisclosed number of agencies in a pitch to handle the task. The agency declined to comment on the appointment, and a spokesman for Nestle would only confirm that the company had awarded Mather a contract for an NPD brief.

Natural Born Juice is on sale in Australian supermarkets in five varieties, including "Energy Lift", "Green Recovery" and "Vitamin C Mega Hit".

Boost Juice launched its first juice bar in Australia in 2000. The company now operates franchises in eight countries, and opened its first outlets in the UK in March 2007 in a deal involving the founders of Millie's Cookies.