Rolling out in the impulse channel this month, Red Bull is aiming to communicate value to shoppers with two new price-marked multipacks – Red Bull Energy Drink 4 x 355ml (£6.75) and 4 x 473ml (£8.75).
The brand noted that impulse is an increasingly important channel for the multipack format. Value sales are up £6m vs 2YA, and shopper numbers are up 18%, demonstrating the growing demand for these formats in convenience-led missions. Red Bull already delivers the number one pack (Red Bull Energy Drink 4 x 250ml) in the market, selling more than double that of the next best-selling pack in value.
With many of its consumers loyal to can size, and with 1 in 4 Red Bull Energy Drink shoppers only buying 355ml or 473ml cans, the new packs offer large can consumers the opportunity to trade up into the multipack format with their preferred can size.
