Red Bull’s flavoured sugarfree range is blooming with the addition of a new Lilac Edition.
Boasting the taste of grapefruit and blossom, Red Bull Sugarfree Lilac Edition will launch into wholesale from 9 June, before rolling out to the wider convenience and grocery channels from July.
It will come in a 250ml can, with PMP (£1.60) and non-PMP (RRP: £1.65) options available. There will also be 355ml can (RRP: £2.10), 473ml can (RRP: £2.60) and 250ml can four-pack (RRP: £5.40) SKUs. Red Bull is also introducing a £1 PMP can of the new Red Bull Sugarfree Lilac Edition to drive awareness at launch.
According to Red Bull, the new variant fits in with current taste trends, with VYPR Energy Drink Consumer research stating that 75% of category shoppers are likely to purchase a grapefruit and blossom flavoured energy drink.
It is hoped that Red Bull Sugarfree Lilac Edition will help the brand capitalise on the appetite for Flavoured Functional Energy, which now caters to 12 million shoppers [Kantar Combined Panel, Total Coverage, 52 weeks to 20th April 2025].
No comments yet