Energy drinks sector continues to attract new consumers
AS the energy sector grows in value, so more consumers will look to find out what all the fuss is about.
Drawing more consumers to the category could make all the difference going forward for retailers and Red Bull reckons it’s the curious customer store owners need to cater to.
To do so, it’s all about the range on offer, according to the brand. Keeping a core selection readily available will pay off here, so the firm has pushed retailers to always have a stock of Red Bull Energy Drink 250ml.
In addition, offering a range of sizes and variants on the original will count, too, such as with larger format packs or healthier variants like Red Bull SugarFree.
A spokesperson for Red Bull said: “It’s about ensuring that the shelves are easy to shop and well stocked all year round.
“Do this by making sure you have the best-selling brands eye-level with shoppers, ensure that brands are blocked together and that any new products are merchandised alongside the best-selling products to give shoppers the opportunity to trial.”
And to encourage this trial in particular, Red Bull believes that a range of flavours will entice many shoppers. This makes the timing ideal for the launch of its new Summer Edition Curuba Elderflower.
The spokesperson said: “Increasingly, consumers are looking for variety in flavours, with 85% agreeing that they ‘want to try new and unusual flavours in energy drinks’, which has contributed to the success of Red Bull flavours in 2023.”
iPro aims to suit the student demographic
FUNCTIONAL beverage firm iPro has revamped its iPro Student range of drinks in a bid to captivate its younger audience of consumers.
After making its debut in February 2020, iPro Student’s new look comes as part of the brand’s ambition to stay dynamic with its target audience while maintaining the drink’s flavour and health benefits.
The revamped labelling follows a recent focus group hosted by iPro with students, which the firm said proved constructive.
Lucy Darrall, global partnerships manager, said: “Feedback from the focus group urged us to revisit the label design, ensuring it resonates more effectively with our target audience.
“The new look is a testament to our commitment to meeting the preferences of our consumers.”
iPro Student Edition shouts out about it being one of your five-a-day, with no added sugars, coming in flavours of Berry Mix, Mango and Sour Cherry, the latter of which launched in April 2023.
Rob Waldron, procurement & operations director at iPro, said: “The update of the label has been a fantastic team collaboration from multiple departments in our business and our factories.
“A key part in this is to ensure that we continue to use 100% recycled plastic in our bottle packaging and to make sure it is fully recyclable, aligning with our commitment to environmental responsibility.”
