Energy drink brand Red Bull is launching its second Winter Edition – Iced Vanilla Berry.
Packaged in a blue can, Red Bull Winter Edition Iced Vanilla Berry offers the taste of blueberry, vanilla, cotton candy and icy-fresh notes of eucalyptus. The new product will begin rolling out in wholesalers in the coming weeks, with full cross-channel store activation from 1 October.
The brand noted that consumer testing showed a high purchase intent for the new flavour, with 72% saying they would be likely to buy an Iced Vanilla Berry flavoured Energy Drink and 49% of these inclined to as it is new and interesting.
Red Bull is hoping to replicate the success of its first Winter Edition launched in the UK last year. Red Bull Winter Edition Spiced Pear delivered strong sales, driving 35% of all Red Bull Edition’s growth within the first 12 weeks into independent and symbols.
Flavoured Energy Drinks continue to be an important sector for convenience stores, helping to drive category growth. They now sell 27% more units per store than two years ago, and with 71% of new Energy shoppers buying into flavours, many sales are incremental to the category.
Red Bull Winter Edition Iced Vanilla Berry will be available in 250ml (£1.60), 250ml PMC (£1.55), Sugarfree 355ml (£1.95) and 4 x Sugarfree 250ml (£5) can pack formats.
