Red Bull is helping retailers to communicate value to their shoppers with two new pricemarked packs (PMPs).
Red Bull Energy Drink 4 x 355ml (marked at £6.75) and 4 x 473ml (£8.75) are set to be available to the impulse channel from this month.
Impulse is an increasingly important channel for the multipack format, Red Bull says. “Value sales are +£6m vs 2023 and shopper numbers are up 18%, demonstrating the growing demand for these formats in convenience-led missions,” it advises.
Tapping into demand, Red Bull already delivers the number one pack (Red Bull Energy Drink 4 x 250ml) in the market, selling more than double that of the next best-selling pack in value, it says.
With many of its consumers loyal to can size, and with one in four Red Bull Energy Drink shoppers only buying 355ml or 473ml cans, these packs offer large can consumers the opportunity to trade-up into the multipack format with their preferred size.
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