red bull curuba

The new Red Bull Summer Edition aims to tap into the growing demand for flavoured energy, with 41% more flavoured energy drinks sold per store in the last two years alone (Nielsen).

With 85% of shoppers agreeing that they “want to try new and unusual flavours in energy drinks (Appinio)”, the new Curuba Elderflower offers them a blend of exotic curuba aka banana passionfruit, rounded off with the floral notes of elderflower.

Red Bull says flavours have been an important part of category growth, with 19m shoppers now buying flavoured energy drinks and 71% of these being new to the category, showing they are key to recruitment (Kantar).

Available nationwide from March 11, the new drink comes in 250ml and 250ml price-marked packs, 355ml Sugarfree and a 250ml Sugarfree four-pack. The launch will be supported with a range of tailored pos to raise awareness in-store.

Last year, Red Bull launched its most successful NPD yet: the Summer Edition with the taste of Juneberry, which is now a permanent part of the range and named The Blue Edition.