New Red Bull Summer Edition Curuba Elderflower

Red Bull continues to drive flavour innovation and growth within the Sports and Energy category with the launch of its brand-new Summer Edition Curuba Elderflower.

Available nationwide from 11^th March, the new Red Bull Summer Edition aims to tap into the ever-growing demand for Flavoured Energy, with 41% more Flavoured Energy Drinks sold per store in the last two years alone^[1].

With 85% of shoppers agreeing that they “want to try new and unusual flavours in Energy Drinks”^[2] the new Red Bull Summer Edition Curuba Elderflower offers the perfect taste blend of exotic curuba, rounded off with floral notes of elderflower to excite shoppers and drive trial.

The demand for Energy Drinks has never been stronger, seeing +31% growth over the last two years^[3] and continuing to drive the category, accounting for 30% of all Soft Drink growth over the last 12 months³. Flavours have been an important part of category growth, with 19m shoppers now buying Flavoured Energy Drinks and 71% of these new to the category, showing they are key to recruitment^[4].

Boasting a flavour profile described as exotic, refreshing, and floral with hints of melon, pineapple and elderflower, the new Red Bull Summer Edition performed well in consumer testing with more than 2/3 of Energy Drink buyers say they would likely purchase a Curuba & Elderflower flavoured Energy Drink^[5].

Offered in 250ml, 250ml PMP, 355ml Sugarfree and 250ml Sugarfree 4-pack, the launch of the new Red Bull Summer Edition Curuba Elderflower will be supported with a range of tailored POS to raise awareness in-store across all key touchpoints.

For Red Bull, NPD has been largely incremental with 50% of shoppers that bought into the Editions range being new to the Red Bull brand^[6]. Last year, Red Bull launched its most successful NPD yet: The Summer Edition with the taste of Juneberry, which has now been made permanent in the range as The Blue Edition.

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