Continuing its track record of successful flavour innovation, Red Bull is introducing its latest Summer Edition White Peach, available across all channels from 2 March.
With each Red Bull Summer Edition helping to add significant growth to the overall Red Bull Editions portfolio, the latest limited-edition hopes to continue the trend of introducing new shoppers and incremental value to the category.
Red Bull Summer Edition White Peach looks to be popular, with many saying they would be likely to purchase a white peach flavoured Energy Drink, particularly younger shoppers. Including notes of white peach, enhanced by a touch of citrus peel that adds some zest and complexity, the variant has a smooth and floral finish, with a hint of ambrette that creates an aromatic sensation. Feedback has been widely positive, with consumers saying the new flavour sounds "refreshing", "premium", "tasty" and "unique".
Demand for Flavoured Energy Drinks has never been stronger, acting as an entry point to the category making it a key area to driving penetration and recruiting new shoppers. Red Bull is a motivating force behind flavours, and NPD has been largely incremental, with many of the shoppers that bought into the flavoured Editions range being new to the brand. Editions have also driven fast growth for the category, accounting for nearly a third of all Functional Energy flavoured growth this year.
Newness and variety are key, with Energy Drink consumers wanting to buy across a variety of flavours, and Red Bull Summer Edition White Peach, taps into this demand with a new and exciting option.
Red Bull Summer Edition White Peach will be available in 250ml plain (RRP: £1.70) and £1.65 PMC cans as well as Sugarfree 355ml can (RRP: £2.10) and 250ml can 4-pack (RRP: £5.40).
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