Available to the impulse channel from July, Red Bull is helping retailers to communicate value to their shoppers with two new price-marked multipacks – Red Bull Energy Drink 4 x 355ml (£6.75) and 4 x 473ml (£8.75).
Impulse is an increasingly important channel for the multipack format. Value sales are +£6m vs 2YA and shopper numbers are up 18 per cent, demonstrating the growing demand for these formats in convenience-led missions. Tapping into demand, Red Bull already delivers the number-one pack (Red Bull Energy Drink 4 x 250ml) in the market, selling more than double that of the next best-selling pack in value.
With many of its consumers loyal to can size, and with one in four Red Bull Energy Drink shoppers only buying 355ml or 473ml cans, these packs offer large can consumers the opportunity to trade-up into the multipack format with their preferred can size.
With Red Bull Energy Drink 4 x 250ml delivering one of the highest sell-through rates in impulse, the brand expects that the new pack sizes along with a consistent price point will help deliver value to shoppers and increased profit for retailers.