Red Bull has launched a ‘when it’s gone it’s gone’ Summer Edition - Kiwi-Apple flavour, an extension to the existing Editions range. It is the company’s first ‘when it’s gone it’s gone’ launch from the brand, which will be producing two million cans. Red Bull Editions have delivered £52.8m in sales in the past four years, since the introduction of the range in 2013.

Red Bull Summer Edition is being introduced to the UK following strong performance in other markets across the globe, and the limited availability aspect aims to entice shoppers into the category. Red Bull says taste and choice can be barriers for consumers who are in need of energy, but with the new flavour, the company is aiming to overcome these hurdles. As well as winning new consumers, the Red Bull Summer Edition is expected to see an increase in consumption and share from existing Red Bull users who require additional energy.

Gavin Lissimore, Red Bull head of category marketing says: “The Summer Edition Kiwi-Apple Flavour is our first ’when it’s gone it’s gone’ launch. Following the strong success of the Red Bull Editions in the past four years, the new variant aims to add excitement to the category and attract both new and existing consumers to purchase - but when it’s gone, it’s gone. The vibrant green design will make the can stand out on shelf, and help to deliver increased sales for the brand, the category and our customers. Soft drinks are a must-stock for retailers in the summer and the Summer Edition will add a new flavour to the shelf, while demand is high without impacting on retailers’ soft drinks ranges long term.“

Available in both 250ml plain and £1.19 Price Marked Can, Red Bull says Summer Edition will sit alongside the existing Editions in the chiller for a limited time, helping to increase visibility and drive sales. Display units and can wraps will be used as in-store activation tools to aid in promoting the temporary flavour.