Red Bull is expanding its flavoured Sugarfree portfolio with the introduction of the Sugarfree Lilac Edition, which offers the taste of grapefruit and blossom.
Initially launching into wholesale from the 9th June, Red Bull Sugarfree Lilac Edition will be rolling out to the wider convenience and grocery channels from July.
The brand noted that the appetite for Flavoured Functional Energy is huge and continues to grow – currently catering to 12 million shoppers in the UK. Red Bull Editions are aimed at tapping into this demand and recruiting new buyers to the wider Energy Drinks category, with 18% of Red Bull Edition NPD shoppers new to Functional Energy last year.
Red Bull Sugarfree Lilac Edition is available in 250ml plain (RRP: £1.65) and £1.60 PMC cans as well as 355ml can (RRP: £2.10), 473ml can (RRP: £2.60) and 250ml can 4-pack (RRP: £5.40).
To drive trial, for a limited time from launch, Red Bull is introducing a £1 PMC can of the new Red Bull Sugarfree Lilac Edition as a WIGIG.
