Red Bull is expanding its flavoured Sugarfree portfolio – introducing Red Bull Sugarfree Lilac Edition, with the taste of grapefruit and blossom.
The new product scores positively on flavour testing, with 75 per cent of Energy Drink buyers saying they would be likely to purchase a grapefruit and blossom flavoured energy drink. Initially launching into wholesale from 9 June, Red Bull Sugarfree Lilac Edition will be rolling out to the wider convenience and grocery channels from July.
The appetite for Flavoured Functional Energy is huge and continues to grow - a market that now caters to 12 million shoppers. Red Bull Editions are tapping into this demand and recruiting new buyers to the wider Energy Drinks category, with 18 per cent of Red Bull Edition NPD shoppers new to Functional Energy last year. The new Sugarfree product follows the success of the brand’s first entirely Sugarfree Edition in 2024.
Red Bull Sugarfree Lilac Edition is available in 250ml plain (RRP: £1.65) and £1.60 PMC cans as well as 355ml can (RRP: £2.10), 473ml can (RRP: £2.60) and 250ml can 4-pack (RRP: £5.40).
To drive trial, for a limited time from launch, Red Bull is also introducing a £1 PMC can of the new Red Bull Sugarfree Lilac Edition as a WIGIG.
