Red Bull launches first fully Sugarfree Edition

Following the continued growth of its Editions range, Red Bull has announced the launch of a new permanent Sugarfree Edition this summer.

Exclusively available now with Booker and Tesco, before rolling out nationwide on 1 July, Red Bull Pink Edition Sugarfree combines the tastes of raspberry and other forest fruits, complemented by exciting herbal notes of verbena. It is the second new variant introduced by the brand this year and the first fully sugarfree flavour in its portfolio, aiming to attract new shoppers to the category.

The demand for flavoured energy drinks has never been stronger, selling on average 38 per cent more units per store vs two years ago [Nielsen Scantrack, MAT 20.01.2024]. Shoppers continue to seek out innovation with 83 per cent of energy drink consumers wanting to buy across a variety of flavours [Appinio, March 2024] and Red Bull has been successfully tapping into this demand with new and exciting flavour options.

Red Bull Editions have been largely incremental to the brand with 50 per cent of Edition buyers being new to Red Bull as they grow their flavour offering. This has enabled Red Bull Editions to recruit shoppers fast, with 2.8 million buying the brand, growing seven-fold in just two years [Kantar Worldpanel, 52w/e 09.07.23]. This was reinforced last year, by the launch of its most successful NPD yet: The Red Bull Summer Edition with the taste of Juneberry which has now been made permanent in the range as The Red Bull Blue Edition, along with The Red Bull Ruby Edition, which was introduced in September as The Red Bull Winter Edition with the taste of Spiced Pear.

Sugarfree continues to be a key part of the functional energy category with sales growing by 24 per cent over the last year [Nielsen Scantrack, MAT 23.03.2024] and Red Bull said the brand is well placed to deliver this demand, with Red Bull Sugarfree selling more units than any other unflavoured sugarfree functional energy variant.

To ensure it continues to meet this demand across the full range, the brand is now leveraging the sugarfree need across the flavoured part of its portfolio, with Red Bull Pink Edition delivering the first fully Sugarfree Edition.

Red Bull Pink Edition Sugarfree is offered in 250ml (£1.55), 355ml (£1.95) and 4 x 250ml (£5) can pack formats and follows the launch of Red Bull Summer Edition Curuba Elderflower.