New zero calorie variant from energy drink brand
ENERGY drinks brand Red Bull has broadened its sugar-free offer with the launch of Red Bull Zero, delivering zero sugar and zero calories.
With health a key concern for shoppers, Red Bull reckons the new Zero launch will resonate well with energy drink consumers.
The new Zero variant comes in the brand’s Original Energy Drink flavour, offering customers a familiar taste but with additional health benefits.
Further to this, Red Bull said Zero will help to further cater to the needs of shoppers who are seeking great tasting, sugar free options in the category.
While the Sugarfree variant did offers this, Red Bull has argued this new Zero variant will “fill a gap” in the current line-up of drinks and meet consumer demand by delivering the same energy boost and taste but without the sugar and with zero calories.
The new can fits seamlessly in with the rest of the Red Bull range and comes in a range of formats which consists of: 250ml Plain Packs (RRP £1.65), £1.60 price-marked cans, 355ml can (RRP £2.10), 473ml can (RRP £2.60) as well as multipack formats with a four pack of 250ml cans (RRP £5.40) and an eight pack of 250ml cans (RRP £9.50).
A spokesperson for Red Bull said: “With health such a key consideration for soft drink consumers, it is important to cater to this need within the Energy category.
“Offering more no sugar options is key to building incrementality for the category with more users, consuming energy drinks more often, and across more occasions.
“Red Bull has been key to driving this growth, with a portfolio that offers choice, growing shoppers and frequency of its no sugar products year on year and Red Bull Zero aims to drive this further.”
