Red Bull has broadened its no sugar offer with the global launch of Red Bull Zero. Delivering zero sugar and zero calories, it has the popular flavour of Red Bull original energy drink, the number one single serve soft drink in the market (Nielsen).
Studies show health is now a key concern for shoppers, with 75% considering health when they choose a soft drink (Appinio), however, taste continues to be the number one driver of purchase (Kantar) highlighting the need for a sufficient offering of great tasting no sugar and zero alternatives alongside full sugar soft drinks.
Red Bull says its Sugarfree variety caters to this need, providing a no sugar offering but with a distinct flavour that has built up a loyal shopper base. Red Bull Zero aims to fill a gap in the current line-up, for a liquid closer to the taste of original Red Bull. The company says it meets demand by delivering the same energy boost and taste, but without the sugar, targeting incremental category occasions.
A spokesperson says: “With health such a key consideration for soft drink consumers, it is important to cater to this need within the energy category. Offering more no sugar options is key to building incrementality for the category with more users, consuming energy drinks more often, and across more occasions. Red Bull has been key to driving this growth, with a portfolio that offers choice, growing shoppers and frequency of its no sugar products year on year[4] and Red Bull Zero aims to drive this further. “
The new can complements the Red Bull line-up, featuring its two most distinctive and recognisable assets – the core blue and silver rhombus design and the bull brand logo, along with a ‘New Taste’ flash.
It is available in 250ml plain (rrp £1.65) and £1.60 price-marked cans, 355ml cans (rrp £2.10), 473ml cans (rrp £2.60), four x 250ml (rrp £5.40) and eight x 250ml (rrp £9.50).
