Red Bull is reducing the RRP of its 355ml price-marked can from £1.59 to £1.49 from February. With shoppers preferring priced-mark packs in convenience, this new price aims to maintain the premium position of the brand, while delivering an increased ROS and fuelling additional category growth.

Gavin Lissimore, head of category marketing at Red Bull, comments: “Priced-marked cans continue to be a must-stock for convenience retailers, specifically within soft drinks, representing value to the consumer, while driving rate of sale for retailers.

“By reducing the RRP of Red Bull 355ml from £1.59 to £1.49, we are aiming to further drive the growing big cans segment of functional energy by offering a great price for consumers to drive rate of sale, while maintaining the brand’s premium position versus the competition to deliver increased value sales for the retailer.”

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