Following the continued success and growth of its Editions range, Red Bull is launching a new permanent Sugarfree Edition this summer.
Exclusively available now with Tesco and Booker, before rolling out nationwide on 1st July, Red Bull Pink Edition Sugarfree combines the tastes of raspberry and other forest fruits, complemented by exciting 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, aiming to attract new shoppers to the category.
Innovation continues to be vital to the success of Energy Drinks growth, with particular engagement around new flavours, which has helped broaden the category’s appeal to new groups of shoppers, where taste was previously a barrier.
As a result, the demand for Flavoured Energy Drinks has never been stronger, selling on average +38% more units per store vs 2 years ago[1]. Shoppers continue to seek out innovation with 83% of Energy Drink consumers wanting to buy across a variety of flavours[2] and Red Bull has been successfully tapping into this demand with new and exciting flavour options. Red Bull Editions have been largely incremental to the brand with 50% of Edition buyers being new to Red Bull[3] 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 2 years[4]. This was reinforced last year, by the launch of its most successful NPD yet: The Red Bull Summer Edition with the taste of Juneberry which has now been made permanent in the range as The Red Bull Blue Edition, along with The Red Bull Ruby Edition, which was introduced in September as The Red Bull Winter Edition with the taste of Spiced Pear.
Sugarfree continues to be a key part of the Functional Energy category with sales growing by +24% over the last year[5] and Red Bull is well placed to deliver this demand, with Red Bull Sugarfree selling more units than any other unflavoured sugarfree functional energy variant.
To ensure it continues to meet this demand across the full range, the brand 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 4 x 250ml (£5) can pack formats and follows the launch of Red Bull Summer Edition Curuba Elderflower, which is already proving popular with shoppers.
[1] NIELSEN SCANTRACK, TOTAL COVERAGE, UNIT RATE OF SALE VS 2YA, MAT 20.01.2024
[2] APPINIO SURVEY, N = 1,000, MARCH 2024
[3] Kantar Worldpanel | Take Home | Total Market | 52 weeks to 9th July 2023
[4] Kantar Worldpanel | Take Home | Total Market | 52 weeks to 9th July 2023
[5] NIELSEN SCANTRACK, TOTAL COVERAGE, VALUE SALES, MAT 23.03.2024
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