Zesty new addition to the energy drinks aisle
ENERGY drinks brand Red Bull has a fresh new variant for its Summer Edition this year with the new Citrus Zest flavour.
Available across all markets now, the new Red Bull Summer Edition is bursting with a citrus flavour that comes from the Sudachi Lime – a small green acidic citrus fruit that originates from Japan – that is encased in an eye-catching yellow can to provide strong stand-out on the shelf.
The energy drinks brand reckons the summer period will be a key time to engage with its core shoppers who are looking for a pick-me-up over the season by using the NPD to drive excitement, trial and incremental sales across the category.
This latest anticipated launch from Red Bull follows on from the brand’s first UK Spring Edition, Cherry Sakura, which rolled out to shelves earlier in the year and has already proven a popular new addition for the brand.
Red Bull Summer Edition Citrus Zest comes in a single 250ml (£1.80 RRP plain and £1.75 price-marked) can, Sugarfree 355ml can (£2.20 RRP) and 473ml (£2.75) cans as well. There is also a further four pack of 250ml Sugarfree cans (£5.75).
The new launch will also be supported as part of Red Bull’s ‘Work Off. Summer Off’ marketing campaign, which will roll out from June. The brand said the new marketing will seek to inspire the nation to get their work done so they can enjoy the summer fun.
This will tie into some key events across the season including the summer of sports, nationwide festivals and Red Bull-owned events, along with activity across OOH ads, social media and sampling opportunities.
A spokesperson for Red Bull said: “Functional Energy, specifically, is a core category for convenience stores during the warmer months, driving nearly half of all Soft Drink growth in Impulse across the summer of 2025.
“And Flavours are an integral part of this, with nearly one quarter of the population now buying Flavoured Functional Energy as shoppers buy into the segment more frequently and spend more.”
