Red Bull Sugarfree is being backed by a £1.5m investment with activity to remind consumers that it has all the energy of original Red Bull, but just eight calories.

According to Nielsen Homescan data, cutting back on sugar is the third-highest concern for people when making healthy food and drink choices. Red Bull trade communications manager, Tom Smith, comments: "By offering customers a low-calorie alternative, you’ll be taking advantage of this trend while driving sales.

"It’s important for retailers to keep Red Bull Sugarfree visible in chillers, using point-of-sale material to highlight the category and the different SKUs within it."

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