Red Bull is launching its latest Red Bull Summer Edition this month, with the taste of Juneberry.
In the last two years, flavours have been a key driver to accelerated growth of the sports & energy category and now 61% of functional energy is consumed for flavour, up from 40% in 2020. The brand pointed to research showing that shoppers are looking for new flavours, with 31% saying an exciting flavour would persuade them to buy new drinks and 18% have bought drinks with new or different flavours.
The new Red Bull Summer Edition, Juneberry, is described as a flavour reminiscent of dark cherries or raisins, and slightly mild blueberries.
A Red Bull spokesperson commented: “Red Bull is the signpost to the category, therefore instrumental to the overall strong performance of Flavoured Sports & Energy Drinks, outperforming total flavoured Sports & Energy by four times.
“We also know shoppers love to explore new flavours, so we are constantly innovating, to add excitement to the category, which has not only helped us to drive sales but also encourage trial by introducing new shoppers to the sector. This has led to Red Bull Editions quadrupling in value within the last two years, growing 81% shoppers incrementally YoY and appealing to more females, with 62% of Editions spend by female buyers.
“Flavours are an essential must-stock during the summer, with many shoppers incremental to the category. Our research highlights that 24% of people who don’t currently buy energy drinks say they would try a flavour, with converted Energy shoppers also keen to experiment – 41% of them saying they would try a flavour. With such strong purchase intent, we are positive that the new Red Bull Summer Edition Juneberry will help drive further trial, introducing even more shoppers to the category to help boost summer sales.”
Available in 250ml, 250ml PMP, 255ml Sugarfree and 250ml Sugarfree 4-pack, the launch of Red Bull Summer Edition Juneberry will be supported with a range of tailored POS to raise awareness instore across all key touchpoints.
The launch follows the success of the Red Bull Apricot Edition range, which launched early last year and is now permanent in the portfolio. Red Bull Apricot Edition is Red Bull’s most successful NPD attributing to 30% of Editions sales, contributing to 54% of Editions growth and has sold 4.8m packs to a value of £6.8m since launch.
