Red Bull is tapping into consumer demand for organic food and drink with its new Organics range.
The 100% natural drinks will trade under the Red Bull brand and launch in four unique flavours; Simply Cola (Strong & Natural), Bitter Lemon (Fresh & Natural), Ginger Ale (Spicy & Natural) and Tonic Water (Dry & Natural), to create a new portfolio of premium soft drinks.
The UK organic food and drinks market has grown significantly over the last six years. In 2017, the category increased to £2.2bn value sales (Soil Association / Nielsen Total Off Premise Value, 2017 vs. PY).
The launch of Organics gives retailers an opportunity to stock a range of flavourful soft drinks alongside Red Bull’s existing energy drinks line-up.
Mark Bell, strategy & planning manager for Red Bull, said: “This is a really exciting step for the Red Bull brand, and highlights the increased demand for a range of organically certified, natural drinks. Organics by Red Bull offers consumers more choice when it comes to soft drink consumption occasions and its canned format is perfectly suited to on-the-go occasions. For retailers, the launch provides a portfolio of refreshing soft drinks that carry Red Bull’s famous logo – a real incentive for trial.”
The launch of Organics will be supported with a targeted marketing campaign and consumer product trials to drive distribution.
Organics by Red Bull is sold in 250ml cans (rrp £1.29) and is available to retailers in cases of 24 (rrp 19.52).