ed Bull is extending its Editions range with a new orange flavour. The energy drink firm says flavour is a key way to bring new shoppers into the category. Gavin Lissimore, Red Bull head of category marketing, said: "After a fantastic third year for Red Bull Editions, and the successful launch of our Tropical Edition, we are really excited to introduce an orange variant to the range, offering our consumers a compelling choice of products. Orange is the number one soft drinks flavour, and crucial within the sports and energy sector where it accounts for over 40% of flavoured drinks sold."
Available in both 250ml plain and £1.19 price-marked cans, the launch of Orange Edition is being supported by a marketing campaign and sampling programme.