Red Bull launches new variety multipack in impulse channel

Red Bull has announced the launch of a brand-new mixed multipack, aiming to tap into the take-home occasion and drive trial.

Available from 1st June, the new multipack is exclusive to the impulse channel and offered in 4 x 250ml (£5.25), and 4 x 250ml PMC (£5.35).

The pack includes the original Red Bull Energy Drink along with some of the brand’s best performing Editions: The Red Bull Red Edition, The Red Bull Tropical Edition and The Red Bull Blue Edition.

With 88 per cent of Red Bull shoppers preferring to buy across a variety of flavours, this new pack enables them to do just that, the brand noted.

“There are now 143m functional energy occasions at home (+86% since 2019) and as a result more consumers are trading up into multipacks. This year Energy drink multipacks saw impressive growth (+14%) in value sales withmore than half of take-home energy shoppers purchasing a multipack,” a spokesperson said.

Red Bull Multipacks account for 42 per cent of multipack growth, with Red Bull featuring in three out of five of the top functional multipacks. This is led by the 4x250ml Red Bull Energy Drink Multipack, which sells more than double that of the next Energy Drink Multipack, worth £56m.

Additionally, Flavoured Energy Drinks are a key driver to category growth and The Red Bull Editions flavour portfolio is growing fast, +£37m vs 2YA, bringing new shoppers to the brand with every launch.

“With the increased demand for Flavours and the growth of Multipacks, this new 4 x 250ml can variety pack hopes to provide an essential trade-up option for convenience shoppers and drive incremental value to the category,” the spokesperson added.