Following the continued success and growth of its Editions range, Red Bull is launching a new permanent Sugarfree Edition.
Exclusively available now from Tesco and Booker, before rolling out nationwide on July 1, Red Bull Pink Edition Sugarfree combines the taste of raspberry and other forest fruits with the herbal notes of verbena. It is the second new variant introduced by the brand this year and the first fully Sugarfree flavour in its portfolio.
Red Bull says the demand for flavoured energy drinks has never been stronger, selling on average +38% more units per store vs two years ago (Nielsen). Shoppers continue to seek out innovation with 83% of energy drink consumers wanting to buy across a variety of flavours (Appinio survey) and Red Bull has been successfully tapping into this demand with new flavour options. Red Bull Editions have been largely incremental to the brand with 50% of Edition buyers being new to Red Bull (Kantar) as they grow their flavour offering.
This has enabled Red Bull Editions to recruit shoppers fast, with 2.8 million buying the brand, growing seven-fold in just two years (Kantar).
Sugarfree continues to be a key part of the functional energy category with sales growing by +24% over the last year (Nielsen).
To ensure it continues to meet demand across its full range, Red Bull is now leveraging the Sugarfree need across the flavoured part of its portfolio, with Red Bull Pink Edition delivering the first fully Sugarfree Edition.
Red Bull Pink Edition Sugarfree is offered in 250ml (£1.55), 355ml (£1.95) and four x 250ml (£5) can pack formats. It follows the launch of Red Bull Summer Edition Curuba Elderflower, which is already proving popular with shoppers.
