Red Bull has unveiled its latest Winter Edition – Fuji Apple & Ginger – which will be available from October in both sugar and sugar-free variants.
The energy drink brand noted that consumer feedback on the new flavour had been positive, describing the taste as “zingy, refreshing and giving a boost”. Meanwhile, the unique gradient effect that transitions from warm red to yellow is expected to help the new pack stand out on-shelf and encourage trial.
Red Bull noted that functional flavoured energy drinks are now bought by 22% of the GB population, with 1 in 3 shoppers excited to try new flavours.
The new flavour follows the launch of Red Bull’s second Winter Edition, Iced Vanilla Berry, in 2024, which drove engagement of flavours over the winter period. The brand highlighted that with 63% of purchases planned, the launch was effective at bringing shoppers into stores at a key time to drive sales, demonstrating the additional sales opportunity presented by limited-edition and seasonal products around Christmas, as well as the summer.
Red Bull Winter Edition Fuji Apple and Ginger will be available with and without sugar in single 355ml and 473ml cans and 4 x 250ml multipack, as well as full sugar 250ml can (plain and PMC). To drive trial, for a limited time from launch, Red Bull is also introducing a £1 PMC can of the new Red Bull Winter Edition as a WIGIG.
