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 four x 355ml (£6.75) and four x 473ml (£8.75).Impulse is an increasingly important channel for the multipack format. Value sales are +£6m vs 2YA[1] and shopper numbers are up 18%, demonstrating the growing demand for these formats in convenience-led missions. Tapping into demand, Red Bull already delivers the number 1 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 1 in 4 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.
