Red Bull brings a frosty touch to the energy drinks range
LEADING energy drinks brand Red Bull has brought a frosty new addition to its line-up with the launch of The Glacier Edition.
Available exclusively to Booker retailers, the new Frosty Raspberry flavoured variant comes as a full-sugar energy drink across a range of formats to appeal to different consumer consumption occasions. Additionally, the variant is available in both plain and price-marked formats.
This new variant comes as the Red Bull brand continues to play towards the demand for flavoured energy drinks across the sector, which NIQ data found has been a major growth driver for the category and gained overall sales share over the last three years.
The launch also builds on the latest Winter Edition for the brand which saw the introduction of the Pistachio and Berries flavour to the range.
A spokesperson for Red Bull said: “Red Bull Editions have played a central role in the category momentum, delivering year-on-year growth and attracting a strong shopper base as the portfolio continues to expand with rate of sale increasing with every seasonal launch.
“With penetration and awareness continuing to grow, 60% of energy drinkers are now aware of Red Bull Editions, while the brand’s NPD ranks among the best-selling launches across FMCG.
“This demonstrates Red Bull’s ability to recruit shoppers, drive trial and generate incremental sales, while reinforcing the strength of the range and the significant opportunity for retailers that give seasonal NPD the right space and visibility.”
The full range of formats for the Red Bull The Glacier Edition is as follows:
• Red Bull The Glacier Edition 250ml – £1.80 RRP.
• Red Bull The Glacier Edition 250ml price-marked can – £1.75.
• Red Bull The Glacier Edition 473ml – £2.85.
• Red Bull The Glacier Edition 473ml price-marked can – £2.80.
• Red Bull The Glacier Edition four can multipack of 250ml cans – £5.75.
