Continuing to meet consumer demand for seasonal flavour innovation within the Energy category, Red Bull is launching its second Winter Edition – Iced Vanilla Berry, ready for the cooler months.
Packaged in a cool blue can, as its ‘iced’ name suggests, Red Bull Winter Edition Iced Vanilla Berry offers the exceptional taste of blueberry, vanilla, cotton candy and icy-fresh notes of eucalyptus. The new product begins to rollout into depots from mid-September, with full cross-channel store activation from 1st October.
Consumer testing showed a high purchase intent for the new flavour, with 72% saying they would be likely to buy an Iced Vanilla Berry flavoured Energy Drink and 49% of these inclined to as it is new and interesting.
With 82% of Red Bull Edition shoppers wanting to try new flavours within Energy often, this novel flavour aims to replicate the success of Red Bull’s first ever Winter Edition launched to the UK last year. Red Bull Winter Edition Spiced Pear, delivered strong sales, driving 35% of all Red Bull Edition’s growth within the first 12 weeks into independent and symbols.
Flavoured Energy Drinks continue to be an important sector for convenience stores, helping to drive category growth. They now sell 27% more units per store than 2 years ago and with 71% of new Energy shoppers buying into Flavours, many sales are incremental to the category.
Red Bull Winter Edition Iced Vanilla Berry will be available in 250ml (£1.60), 250ml PMC (£1.55), Sugarfree 355ml (£1.95) and 4 x Sugarfree 250ml (£5) can pack formats.
