This summer, Red Bull aims to tap into the take-home occasion and drive trial with a new mixed multipack offered in four x 250ml (rrp £5.25) and four x 250ml price-marked pack (£5.35) exclusive to the impulse channel.
Available now, the new multipack includes the original Red Bull Energy Drink along with some of the brand’s best performing Editions: Red, Tropical and Blue. With 88% of Red Bull shoppers preferring to buy across a variety of flavours (Appinio data), this new pack enables them to do just that.
There are now 143million functional energy occasions at home (up 86% since 2019) and, as a result, more consumers are trading up into multipacks (Kantar). This year energy drink multipacks saw impressive growth +14% in value sales with more than half of take-home energy shoppers purchasing a multipack (Nielsen/Kantar).
As the number one brand in the category, Red Bull multipacks account for 42% of multipack growth, with Red Bull featuring in three out of five of the top functional multipacks. This is led by the four x 250ml Red Bull Energy Drink multipack, which sells more than double that of the next energy drink multipack (Nielsen).
Additionally, flavoured energy drinks are a key driver of category growth, with the Editions flavour portfolio growing fast, +£37m vs two years ago, bringing new shoppers to the brand with every launch (Nielsen).
With the increased demand for flavours and the growth of multipacks, Red Bull says this new can variety pack will provide an essential trade-up option for convenience shoppers and drive incremental value to the category.
