Red Bull has launched a new calorie free energy drink. Available from later this month, Red Bull Zero Calories comes in 250ml cans, a four-can pack and a 250ml £1.19 pricemarked can. It will be supported by a £2m above the line advertising campaign that will include outdoor, print and digital activity. One million cans of Red Bull Zero Calories will also be handed out as part of a UK-wide sampling initiative.
With the Zero Calories variant, Red Bull hopes to give consumers the opportunity to enjoy a product with lower calories than sugarfree and “with a refreshing twist on the classic Red Bull flavour” as well as addressing the 87% of consumers who labelled calories and sugar as a barrier to purchase (TRU Global Youth Study). It will sit alongside the regular and sugar free Red Bull variants.
Red Bull head of category marketing Gavin Lissimore said: “Red Bull Zero Calories is the second low calorie product we have brought to the UK market, giving consumers an everyday energy option, without compromising on taste, for zero sugar and calories. This is a really exciting piece of activity for us to deliver against consumer health concerns but also to drive further penetration into the category, which, with the strength of the Red Bull brand, will add value to the category and ultimately drive profits for retailers.”