Red Bull unveils lastest Summer Edition drink
ENERGY drinks brand Red Bull has unveiled its latest Summer Edition flavour with the new White Peach variant.
Available in both sugar free and full sugar variants, the new Summer Edition comes in a variety of formats consisting of a plain 250ml single can – RRP £1.70 – a £1.65 price-marked can variant as well as a Sugarfree 355ml can – RRP £2.10. There is also a 250ml can four pack available for home consumption occasions with an RRP of £5.40.
Red Bull said the new flavour variant is looking to be a popular one for the summer months, following on from Vypr research which found that consumers are most likely to purchase a white peach flavoured energy drink.
Red Bull has described Summer Edition White Peach has having “notes of white peach” with a touch of citrus to add in some zest, with a smooth and floral finish.
The new launch also builds into Red Bull’s ambition to continue driving up sales through new variants as well as a variety of flavour options across the energy drinks space, with Red Bull Summer Edition White Peach set to tap into this demand.
A spokesperson for Red Bull said: “Demand for Flavoured Energy Drinks has never been stronger, acting as an entry point to the category making it a key area to driving penetration and recruiting new shoppers.
“Red Bull is a motivating force behind flavours, and NPD has been largely incremental, with many of the shoppers that bought into the flavoured Editions range being new to the brand.
“Editions have also driven fast growth for the category, accounting for nearly a third of all Functional Energy flavoured growth this year.”
