Red Bull is launching its latest Red Bull Summer Edition this month, with the taste of Juneberry.
Juneberry has a flavour reminiscent of dark cherries or raisins, and slightly mild blueberries. It performed particularly well in multiple consumer taste tests, with the highest purchase intent of any previous Summer Edition at 75%.
Available in 250ml, 250ml PMP, 255ml Sugarfree and 250ml Sugarfree 4-pack, the new flavour is supported with a range of tailored POS.
The launch follows the success of Red Bull Apricot Edition, which rolled out early last year and now sits in the brand’s core range. It is Red Bull’s most successful NPD and has sold 4.8m packs to a value of £6.8m since launch.
A Red Bull Spokesperson commented: “Our research highlights that 24% of people who don’t currently buy Energy Drinks say they would try a flavour, with converted Energy shoppers also keen to experiment – 41% of them saying they would try a flavour.
“We are positive that the new Red Bull Summer Edition Juneberry will help drive further trial, introducing even more shoppers to the category to help boost summer sales.”
Red Bull Editions are growing ahead of total Sports & Energy flavours, with the top three SKUs (Red Edition 250ml, Red Bull Apricot 250ml and Red Bull Tropical 250ml) cumulatively amassing £4.3m in value sales over the summer.
