Energy drink brand Red Bull is extending its multipack offering with the launch of a new Sugar-free Price-Marked Multipack, which will be exclusively available to symbol and independent convenience stores from December 2021. The new proposition is also set to be the No.1 low calorie multipack in the soft drink category, delivering £5.2 million in value to the overall category.
The innovation was designed to meet demand for sugarfree soft drink options, with consumers actively seeking a healthier energy boost on-the-go. With insight showing that sugar-free products are integral to recruitment of lost shoppers within the convenience channel, the latest multipack launch will increase the presence of no-sugar variants on shelf, driving more users, more often and on more occasions.
Additionally, multipacks are outperforming any other format, +34 per cent MAT and driving 85 per cent incremental growth. 56 per cent of impulse shoppers also indicate that they would be more likely to buy a price-marked pack, significantly over indexing within the 33-44 year-old age demographic.
Expanding Red Bull’s offering to include a Sugar-free Price Marked Multipack will both bolster the brands’ current multipack portfolio and present an important opportunity to futureproof the range and support retailers navigating incoming HFSS legislation.
“Red Bull is currently outperforming the market within symbol and independent stores when compared to all other channels, and with the launch of the Sugarfree Price Marked Multipack we’re sure we’ve developed a product which will drive profit for retailers and support overall category growth,” said a Red Bull spokesperson.
“We’re dedicated to offering consumers more choice when it comes to their soft drink options in-store. 30 per cent of our impulse customers only purchase sugar-free sports and energy drinks, and with a record number of shoppers – 1.4 million Red Bull sugarfree buyers in the last 12 months – it’s evident the demand is there for our latest pack-format.”
As the on-the-go occasion becomes resurgent and head towards the often hectic festive season, multipacks have been crucial in driving category growth. In the last six months alone Red Bull sold 21.4 per cent more sugar-free volume through multipacks, with one 4-pack bought every 2.3 seconds over the last year.
Red Bull Sugarfree Price Marked Multipack will retail at £4.69 per pack, available from Booker, Premier, Family Shopper and Independent stores now.
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