Red Bull introduces new zero calorie drink

This winter, Red Bull is broadening its no sugar offer with the global launch of Red Bull Zero, delivering Zero sugar and Zero calories, with the popular flavour of Red Bull Original Energy Drink, the leading single serve soft drink in the market.

Health is now a key concern for shoppers, with 75 per cent considering health when they choose a soft drink [Appinio, July 2024], however, taste continues to be the number 1 driver of purchase [Kantar, July 2023] highlighting the need for a sufficient offering of great tasting no sugar and zero alternatives alongside full sugar soft drinks.

Red Bull Sugarfree caters to this need, providing a no sugar offering but with a distinct flavour that has built up a loyal shopper base. Red Bull Zero aims to fill a gap in the current line-up, for a liquid closer to the taste of Original Red Bull Energy Drink. It meets demand by delivering the same energy boost and taste, but without the sugar, targeting incremental category occasions.

With health such a key consideration for soft drink consumers, Red Bull said it is important to cater to this need within the Energy category. Offering more no sugar options is key to building incrementality for the category with more users, consuming energy drinks more often, and across more occasions. Red Bull has been key to driving this growth, with a portfolio that offers choice, growing shoppers and frequency of its no sugar products year on year and Red Bull Zero aims to drive this further.

The new can also compliments the Red Bull Energy Drink line-up, featuring the brands’ two most distinctive and recognisable assets – the core blue and silver rhombus design and the bull brand logo, along with a ‘New Taste’ flash.

Available in 250ml plain (RRP: £1.65) and £1.60 PMC cans, 355ml can (RRP: £2.10), 473ml can (RRP: £2.60), 4 x 250ml (RRP:£5.40) and 8 x 250ml (RRP: £9.50) can multipack.