Red Bull has launched its second Winter Edition – Iced Vanilla Berry.
Packaged in a cool-blue can, as its ‘iced’ name suggests, Red Bull Winter Edition Iced Vanilla Berry offers the taste of blueberry, vanilla, cotton candy and notes of eucalyptus.
The new product begins to roll out into depots from mid-September, with full cross-channel store activation from 1 October.
Consumer testing showed a high purchase intent for the new flavour, with 72% saying they would be likely to buy an Iced Vanilla Berry flavoured Energy Drink.
With 82% of Red Bull Edition shoppers wanting to try new flavours within Energy often, the new flavour aims to replicate the success of Red Bull’s first ever Winter Edition launched to the UK last year. Red Bull Winter Edition Spiced Pear, delivered strong sales, driving 35% of all Red Bull Edition growth within the first 12 weeks into indies and symbols.
Flavoured Energy Drinks continue to be an important sector for convenience stores, helping to drive category growth. They now sell 27% more units per store than two years ago and, with 71% of new Energy shoppers buying into Flavours, many sales are incremental to the category.
Red Bull Winter Edition Iced Vanilla Berry will be available in 250ml (RSP £1.60), 250ml £1.55 PMP, Sugarfree 355ml (RSP £1.95) and 4 x Sugarfree 250ml (RSP £5) can pack formats.
