Red Bull has announced the launch of its second Winter Edition, Iced Vanilla Berry, ready for the cooler months.
Packaged in a cool blue can, as its ‘iced’ name suggests, Red Bull Winter Edition Iced Vanilla Berry offers the exceptional taste of blueberry, vanilla, cotton candy and icy-fresh notes of eucalyptus. The new product begins to rollout into depots from mid-September, with full cross-channel store activation from 1 October.
The brand said consumer testing has showed a high purchase intent for the new flavour, with 72 per cent saying they would be likely to buy an Iced Vanilla Berry flavoured Energy Drink and 49 per cent of these inclined to as it is new and interesting.
With 82 per cent of Red Bull Edition shoppers wanting to try new flavours within Energy often, this novel flavour aims to replicate the success of Red Bull’s first ever Winter Edition launched to the UK last year. Red Bull Winter Edition Spiced Pear, delivered strong sales, driving 35 per cent 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 per cent more units per store than two years ago and with 71 per cent 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.
