After the continued success of Flavoured Energy Drinks and Red Bull Editions, this week sees the nationwide launch for the first ever Red Bull Spring Edition – with the taste of Cherry Sakura.The cherry taste is described as floral, refreshing and fruity and consumers are already reacting positively to the new flavour, with 78% saying a cherry flavoured energy drink was appealing. Its clean white can, with subtle pink accents directly reflects the iconic Japanese Cherry Blossom that it is named after, and synonymous with the season, delivering premium shelf-standout.
The new spring launch follows a solid performance for the category and the Red Bull Editions range, with each anticipated launch creating seasonal excitement – making it a must stock as the days get warmer and longer.
Sports & Energy continues to out-pace total soft drinks growth, with Functional Energy the number one driver for total category growth. Added to this, the demand for flavoured energy continues, with Red Bull Spring Edition tapping into the rapidly growing shopper base.
Red Bull Editions have been hugely influential to this growth, with last year’s Peach Edition sitting in the top 10 FMCG launches of the year. Not only has NPD performed well for the brand, but the continued expansion of the portfolio has also helped the existing Editions range to grow incrementally.
The brand has established a strong shopper base using the accessible 250ml can as the hero price marked format to drive trial. However, as more shoppers buy into Red Bull Editions, there is an opportunity to trade-up for loyal buyers. For the first time the brand will offer a 473ml PMC format on its Editions range as well as 250ml. This maintains the entry point for new consumers as well as providing loyal shoppers the opportunity to trade up.
Red Bull Spring Edition with the taste of Cherry Sakura is a full sugar variant, and available now, in single 250ml (plain and PMC) 355ml and 473ml (plain and PMC) cans, as well as 4 x 250ml can multipack.
