Energy drinks are heating up

Red Bull cans
Red Bull reckons 250ml formats will fly this summer.

RED Bull has been bolstering its sugar free range in time for the summer months, with the energy drink brand anticipating increased demand as the mercury rises.

A spokesperson for the brand said that as we head into the summer, with the easing of lockdown and the return of major summer events: “Red Bull will continue to offer choice to shoppers as the range continues to evolve, meeting new and emerging consumer demands.”
“By embracing these changing consumer needs, the Red Bull portfolio has been enhanced to include a sugar free variant of almost every pack in the range.

“This has clearly resounded with shoppers as in the latest six months, Red Bull sold 33.3% more sugar free volume through multipacks – with these variants also growing penetration by 31.9%.”

According to Red Bull, the energy drink brand’s 250ml pack size is now worth over £137 million annually in the UK, meaning retailers should ensure they’re well stocked in the format this summer.

The spokesperson said: “We believe this is the perfect pack size for Functional Energy and it fits most consumers’ energy needs, containing the same amount of sugar as a glass of apple juice and the same amount of caffeine as a cup of coffee.”