Red Bull is extending its Editions range with a new orange flavour.
Available from March, Red Bull Orange Edition (available in a 250ml plain and £1.19 pricemarked can) will join the Tropical, Blueberry, Lime and Cranberry Edition flavours already on the market.
This follows the successful introduction of Red Bull Tropical Edition in 2015 which has become the best-selling Edition in the UK.
Red Bull head of category marketing Gavin Lissimore said: “After a fantastic third year for Red Bull Editions, and the successful launch of our Tropical edition – the number one biggest NPD in Energy, we are really excited to introduce an Orange variant to the existing range, offering our consumers a compelling choice of products. Orange is the number one soft drinks flavour, and crucial within the Sports & Energy sector where it accounts for over 40% of flavoured drinks sold. Red Bull Orange Edition delivers one of the best tastes in the Energy market, as well as significant stand-out on shelf, helping deliver increased sales for the brand, the category and our customers.“
The launch is being supported by a comprehensive marketing campaign leveraging the brand’s social media presence and a sampling programme.