With a continued focus on seasonal occasions and flavours, today Red Bull is revealing its latest Summer Edition – Citrus Zest.Available now through all routes to market, new Red Bull Summer Edition Citrus Zest is bursting with the invigorating flavour of Sudachi Lime, a small green acidic citrus fruit, originating from Japan, encased in a striking yellow can, for ultimate shelf stand-out.
With 66% shoppers saying a Citrus flavoured Energy Drink would be appealing, Red Bull hopes to replicate the success of last year’s Red Bull Summer Edition White Peach which was one of the most successful NPDs across total FMCG in 2025.
Summer is a key time to engage with the influx of shoppers looking for hydration, using NPD to driveexcitement, trial and incremental sales. With penetration peaking in the month of July as more consumers are on-the-go, not only do we see a growth in shopper numbers, but shoppers also make more trips in the Summer vs the average month in the year.
Functional Energy, specifically, is a core category for convenience stores during the warmer months, driving nearly half of all Soft Drink growth in Impulse across the summer of 2025. And Flavours are an integral part of this, with nearly one quarter of the population now buying Flavoured Functional Energy as shoppers buy into the segment more frequently and spend more.
This latest anticipated launch follows Red Bull’s first UK Spring Edition, Cherry Sakura, which entered the market in February and is already proving popular. With NPD performing extremely well for the brand, the continued expansion of the portfolio has also helped Red Bull’s existing Editions range to grow incrementally, making the latest Summer Edition a must stock as the weather heats up.
Red Bull Summer Edition Citrus Zest will be the focus of a ‘Work Off. Summer On’ marketing campaign from June, which will inspire the nation to get their work done so they can have some fun! Tying into key events, including a summer of sports, Nationwide festivals, pub gardens and Red Bull-owned events, activity will be driven through OOH ads and social media, as well as sampling to drive trial.
Red Bull Summer Edition Citrus Zest is available now, in single 250ml (plain and PMC), Sugarfree 355ml and 473ml cans, as well as 4 x Sugarfree 250ml can multipack.
