Red Bull offers the Forest Fruits-flavored Pink Edition, which is sugar-free.
In keeping with the series’ success and expansion, Red Bull is introducing a new, long-term Sugarfree Edition this summer.
Red Bull Pink Edition Sugarfree, which is only available through Tesco and Booker for now, will go countrywide on July 1st. It tastes like raspberries and other woodland fruits with intriguing verbena herbal overtones. In an effort to draw in new customers, the brand has released two new varieties this year, the first of which is completely sugar-free.
Energy drink growth has been largely dependent on innovation, especially when it comes to new flavors. This has expanded the category’s appeal to previously untapped consumer segments for whom taste was a barrier.
Because of this, there is a record-breaking demand for flavoured energy drinks, with an average of +38% more units sold per store than there were two years ago. 83% of users of energy drinks prefer to purchase a range of flavors, thus consumers are still looking for innovation. Red Bull has been able to meet this need by introducing novel and intriguing flavor alternatives. As their flavor selection expands, 50% of Red Bull Edition customers are new to the brand, indicating that the editions have been essentially incremental to the company.
Due to its ability to attract customers quickly, Red Bull Editions has grown its consumer base to 2.8 million in just two years, a seven-fold increase. This was further supported by the introduction of its most popular NPD to date, the Red Bull Summer Edition with a Juneberry taste that is now permanently available as The Red Bull Blue Edition, and The Red Bull Ruby Edition, which debuted in September as The Red Bull Winter Edition with a Spiced Pear taste.
Red Bull is in a good position to meet this need because Red Bull Sugarfree sells more units than any other unflavored sugarfree functional energy version. Sales of Sugarfree have increased by +24% over the past year, making it a crucial component of the Functional Energy category.
Red Bull Pink Edition is the first totally Sugarfree Edition, and the brand is now leveraging the need for sugarlessness throughout the flavoured portion of its portfolio to guarantee it continues to match this need across the board.
Pink Edition of Red Bull Sugarfree comes in can pack types of 250 ml (£1.55), 355 ml (£1.95), and 4 x 250 ml (£5). It was released after Red Bull Summer Edition Curuba Elderflower, which is gaining popularity among consumers.
