Set to build up the take-home energy occasion
ENERGY drinks giant Red Bull is set to drive up the take-home energy sales this summer with the launch of its new mixed multipack.
Offering four different Red Bull can variants, the new multipack will be available from 1 June and includes Original Red Bull Energy Drink, Red Bull Red Edition, Red Bull Tropical Edition and Red Bull Blue Edition.
Each pack comes with four 250ml cans at £5.25, or £5.35 for a PMC pack, and is exclusive to the impulse channel making it a key addition to convenience stores this summer.
Red Bull reckons its can bank on the demand for flavoured energy drinks with the new pack as Nielsen data found a fast growth for the Red Bull Editions series, adding £37million to the brand’s value in the year to 27 January.
A spokesperson for Red Bull said: “There are now 143million functional energy occasions at home and as a result more consumers are trading up into multipacks.
“This year energy drinks multipacks saw an impressive 14% growth in value sales with more than half of take-home energy shoppers purchasing a multipack.
“With the increased demand for flavours and growth of multipacks, this new four 250ml can variety pack hopes to provide an essential trade up options for convenience shoppers and drive incremental value to the category.”
