Energy drink brand rolls out new Edition for summer
ENERGY drinks giant Red Bull has rolled out its latest Edition flavour with a touch of Pink as new permanent addition to its range.
The new Red Bull The Pink Edition Sugarfree combines the tastes of raspberry and other forest fruits with herbal notes and marks the second piece of NPD from the brand this year.
Exclusively available in Tesco and Booker stores now, the new Pink Edition will see a further roll out nationwide this July and aims to bring in more shoppers to the energy drinks section with its Sugarfree nature.
The new Pink Edition comes in a range of formats as well to best match the various needs from energy drinks shoppers, whether it be for smaller consumption occasions with its 250ml can (RRP £1.55) or for larger ones with its 355ml can (RRP £1.95). Further to this, Red Bull has covered the demand for at-home drinks with a 4 pack of 250ml cans as well, with an RRP of £5.
A spokesperson for Red Bull said: “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.
“Shoppers continue to seek out innovation with 83% of Energy Drink consumers wanting to buy across a variety of flavours and Red Bull has been successfully tapping into this demand with new and exciting flavour options.
“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.”
