Red Bull has unveiled the latest seasonal Edition with the launch of 2022’s Red Bull Summer Edition in a new Apricot-Strawberry flavour. Delivering all of the functional benefits of Red Bull Energy Drink, along with a juicy surge of both apricot and strawberry that combine to deliver a sweet, refreshing flavour. With the performance of the Red Bull Editions portfolio growing across all metrics, including an +116 per cent uplift in sales, now totalling £15.5million, Summer 2022 is the perfect time for retailers to stock up on new flavour formats to maximise their seasonal sales.
As shoppers purchase Red Bull Editions more often than ever before – with average frequency +129.6 per cent vs YA – the launch of Red Bull’s latest flavour innovation aims to draw on the successful launch of the Red Bull Summer Edition 2021 – which proved so popular with shoppers that it has now become a permanent SKU known as the Green Edition. Following this success, the new Red Bull Summer Edition will continue to drive category growth within Sports & Energy whilst satisfying the ever-expanding 41 per cent of energy drink consumers who are looking to try more exotic fruit flavours.
The Red Bull Summer Edition will be available in eye-catching 250ml orange cans with both plain and PMP formats available for purchase from retail locations across the UK.
Committed to offering consumers choice when it comes to their energy consumption, Red Bull’s latest Red Bull Summer Edition is also available in a Sugarfree option. Insight shows that Sugarfree variants have grown penetration by 24.3 per cent, and this new Edition will appeal to health-conscious shoppers who increasingly opt for low or no sugar alternatives.
The launch of the latest Red Bull Summer Edition aims to drive the continual growth of flavoured options in the Sports & Energy category. Flavour Editions remain incremental to the Red Bull portfolio and drive new users to the brand, with 10 per cent of new energy drink shoppers opting to buy Red Bull Editions SKUs over any other format .
The launch will be supported with 360 in-store marketing investment, including POS, FSDUs and more.
Red Bull Summer Edition launches on the 14th March and Red Bull Summer Edition Sugarfree from 28th March 2022: both for a limited time only.
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