Flavours of the month

Red Bull highlights the importance of variety

CREATING innovative new flavours for retailers to offer customers is essential when it comes to growing energy drinks sales.

And that’s particularly the case as shoppers look for variety and hydration, especially during the summer months, reckons Red Bull.

The brand claims it is instrumental to the strong performance – outperforming the total flavoured energy sub-category by four times, at plus 92%, according to Nielsen.

Red Bull continues to freshen its portfolio, regularly rotating flavours and introducing limited edition variants to add excitement to the segment.

This has not only helped drive sales but also introduced new consumers to the sector. Red Bull Editions have grown 81% shoppers incrementally year on year, Kantar data shows.

And the latest Red Bull Apricot-Strawberry Edition, which launched early last year, has since become the brand’s most successful NPD, worth £6.4 million year-to-date and is now a permanent SKU.

So it should come as no surprise that Red Bull is continuing its mission to offer ‘flavours for all tastes’ by launching its latest Summer Edition this spring, with the taste of Juneberry.

After all, Nielsen research has shown shoppers are looking for new flavours, with 31% saying an exciting flavour would persuade them to buy new drinks and 18% have bought drinks with new or different flavours.

Juneberry performed well in multiple consumer taste tests, offering a strong flavour profile and the highest purchase intent of any previous Summer Edition at 75%.

Available in 250ml, 250ml PMP, 255ml Sugarfree and 250ml Sugarfree four-pack formats, the Juneberry launch will be supported with a range of tailored POS.