Red Bull Zero Calories has been revealed as the latest line to join the best-selling stable of energy drinks. The launch, according to Red Bull, addresses the message of positive everyday energy whilst removing the sugar and calorie barrier for the consumer. Healthy living remains high on the agenda in the UK with 71% of consumers believing it’s now more important than ever to be healthy. Red Bull Zero Calories addresses the need of 87% of consumers- who state calories and sugar as a barrier to purchase.
Red Bull Zero Calories is available in 250ml, 4-pack and also 250ml £1.19 PMP, retailers are advised to stock Red Bull Zero Calories in addition to their current range to maximize the sales opportunity. The introduction of Red Bull Zero Calories will be backed by a £2m ATL advertising campaign.
Gavin Lissimore, Red Bull Head of Category Marketing comments; “Red Bull Zero Calories is the second low calorie product we have brought to the UK market, giving consumers an every day 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.”
