Red Bull is launching its latest Summer Edition: Juneberry, which it says has a flavour ‘reminiscent of dark cherries or raisins and slightly mild blueberries’.
According to Kantar usage data, in the past two years, flavours have been a key driver of accelerated growth within the sports and energy category and now 61% of functional energy is consumed for flavour, up from 40% in 2020. Nielsen research shows that shoppers are looking for new, exciting flavours, with 31% saying an exciting flavour would persuade them to buy new drinks and 18% having bought drinks with new or different flavours.
Red Bull said Juneberry performed particularly well in multiple consumer taste tests, offering a strong flavour profile and the highest purchase intent of any of its previous Summer Editions, at 75%.
A Red Bull Spokesperson commented: “Red Bull is the signpost to the category, therefore instrumental to the overall strong performance of flavoured sports and energy drinks, outperforming total flavoured sports and energy by four times (Nielsen).
“We also know shoppers love to explore new flavours, so we are constantly innovating, to add excitement to the category, which has not only helped us to drive sales but also encourage trial by introducing new shoppers to the sector. This has led to Red Bull Editions quadrupling in value within the last two years, growing +81% shoppers incrementally year on year, and appealing to more females, with 62% of Editions’ spend by female buyers (Kantar and Nielsen data).
“Flavours are an essential must-stock during the summer, with many shoppers incremental to the category. Our research highlights that 24% of people who don’t currently buy energy drinks say they would try a flavour, with converted energy shoppers also keen to experiment – 41% of them saying they would try a flavour. With such strong purchase intent, we are positive that the new Red Bull Summer Edition Juneberry will help drive further trial, introducing even more shoppers to the category to help boost summer sales.”
Juneberry is available in 250ml, 250ml price-marked packs, 255ml Sugarfree and a 250ml Sugarfree four-pack. The launch is supported with a range of tailored pos to raise awareness in-store.