Red Bull highlights value with new Energy Drink large can price-marked multipacks

Available to the impulse channel from July, Red Bull is helping retailers to communicate value to their shoppers with two new price-marked multipacks – Red Bull Energy Drink 4 x 355ml (£6.75) and 4 x 473ml (£8.75).

Impulse is an increasingly important channel for the multipack format. Value sales are +£6m vs 2YA^[1] and shopper numbers are up 18%, demonstrating the growing demand for these formats in convenience-led missions^[2]. Tapping into demand, Red Bull already delivers the number 1 pack (Red Bull Energy Drink 4 x 250ml) in the market, selling more than double that of the next best-selling pack in value^[3].

With many of its consumers loyal to can size, and with 1 in 4 Red Bull Energy Drink shoppers only buying 355ml or 473ml cans,^[4] these packs offer large can consumers the opportunity to trade-up into the multipack format with their preferred can size.

With Red Bull Energy Drink 4 x 250ml delivering one of the highest sell-through rates in impulse^[5], the brand expects that the new pack sizes along with a consistent price point will help deliver value to shoppers and increased profit for retailers.

^[1] Nielsen Scantrack, Total Coverage, 52 weeks to 02/11/24

^[2] Kantar WPO, Total Impulse, 52 weeks to 21^st Jan 2024

^[3] Nielsen Scantrack, Total Impulse, 52 weeks to 21/06/25

^[4] Kantar Worldpanel, Total Coverage, Take-Home, 52 weeks to 26.01.25

^[5] Nielsen Scantrack, Total Impulse, 12 weeks to 02/11/24