Red Bull says its latest Summer Edition, first launched in March 2021, will be made a permanent SKU, extending the existing Editions range with Cactus Fruit Edition.
Due to the success of Cactus Fruit in other markets across Europe and worldwide, consumer demand took the Cactus Fruit Edition from a limited edition to a permanent part of the Red Bull portfolio to meet this increased demand.
Cactus Fruit Summer Edition 2021 drove category growth within Sports & Energy throughout the Summer, with over 1.5 million cans sold, and this latest fixture amongst the editions range promises to continue satisfying consumers who desire a more exotic fruit flavour and wish to hold on to a Summer feeling all year round.
Cactus Fruit accounts for 29 per cent of Red Bull Edition’s £7.3m value growth and is the 2nd best-selling Edition behind the Red Edition.
Red Bull is currently worth over £147m to the Sports & Energy category, and with Editions growing +167 per cent in value last year, shoppers are buying more flavours as a take-home purchase than ever before. As well as this, tropical and exotic flavours have grown at a rate of +37 per cent vs all other mainstream flavours on offer. As a result, the Cactus Fruit Edition will now appear alongside other permanent SKUs in the Editions portfolio, including Coconut Berry, Tropical and last year’s Red Edition.
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