Red Bull is adding to the growing Big Can segment with a new £1.49 PMP on its second-bestselling line, 355ml.
Functional Energy Big Cans are growing at 10%, outperforming Total Energy and Soft Drinks and reaching £320m in value – the largest segment within Functional Energy, at 46%.
Although later to the market with its Big Cans, Red Bull 355ml and 473ml are growing faster than leading Original Big Can SKUs, delivering incremental sales to the category and a higher cash rate of sale vs. other leading soft drinks categories, such as Colas, Water and Refreshment Energy.
To continue driving this growth in 2016, Red Bull is reducing the rrp of its 355ml PMP from £1.59 to £1.49. With shoppers preferring priced-mark packs in convenience this new price aims to maintain the premium position of the brand, whilst delivering an increased ROS and fuelling additional category growth.
Gavin Lissimore, Head of Category Marketing at Red Bull commented, “Pricedmarked cans continue to be a must-stock for convenience retailers, specifically within soft drinks, representing value to the consumer, whilst driving rate of sale for retailers.”
