![]() The firm advises retailers to stock all three to offer shoppers choice during the warmer months and maximise 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 – that’s 61% of all Red Bull Editions sales. Red Bull Apricot Edition is Red Bull’s most successful NPD attributing to 30% of Editions sales, contributing to 54% of Editions growth and has sold 4.8m packs to a value of £6.8m since launch ( Nielsen Scantrack). The launch follows the success of the Red Bull Apricot Edition range, which launched early last year and is now permanent in the portfolio. With such strong purchase intent, 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.” 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. “Flavours are an essential must-stock during the summer, with many shoppers incremental to the category. This has led to Red Bull Editions quadrupling in value within the last two years and appealing to more females, with 62% of Editions spend by female buyers. “We also know shoppers love to explore new flavours, so we are constantly innovating, to add excitement to the category, which has not only helped us to drive sales but also encourage trial by introducing new shoppers to the sector. Research also shows that shoppers are looking for new, exciting flavours, with 31% saying an exciting flavour would persuade them to buy new drinks and 18% have bought drinks with new or different flavours in 2021 ( NielsenIQ).Ī Red Bull Spokesperson said: “Red Bull is the signpost to the category, therefore instrumental to the overall strong performance of Flavoured Sports & Energy Drinks, outperforming total flavoured Sports & Energy by four times. In the last two years, flavours have been a key driver to accelerated growth of the Sports & Energy category and now 61% of functional energy is consumed for flavour, up from 40% in 2020 ( Kantar). Red Bull Zero Facebook Taking a sip of Red Bull Zero is essentially what taking a sip from a vat of chemicals might taste like. Reminiscent of dark cherries or raisins, and slightly mild blueberries, Red Bull claims Juneberry performed well in multiple consumer taste tests, offering a strong flavour profile and the highest purchase intent of any previous Summer Edition at 75% ( Taste Test Red Bull 2021).Īvailable in 250ml, 250ml PMP, 255ml Sugarfree and 250ml Sugarfree 4-pack, the launch of Red Bull Summer Edition Juneberry will be supported with a range of tailored POS to raise awareness instore across all key touchpoints. This was my favorite Edition and what I feel is the most enjoyable to drink.Juneberry is the latest Summer Edition flavour from energy drink giant Red Bull. It reminds me of Sprite, which is a lemon/lime flavored soda. Taste: Silver is the citrus flavored version and this comes through nicely. It wasn’t bad, but I wouldn’t choose Red on a regular basis. The can says “artificially flavored” yet in the ingredients it only lists “natural flavors”. It is definitely better than Original Red Bull. Taste: Red has a light cranberry flavor, yet artificial at that. It has the same energy blend as original Red Bull, but a little more caffeine if you choose the 12 floz can. This one is sweetened with sugar and sucralose, which cuts down on the aftertaste as well as the calories. ![]() Taste: The Yellow has a nice tropical flavor and it reminded me of Orange but Yellow is heavy on the mango and light on the citrus, while Orange tastes the other way around. Same energy formula as original Red Bull.Yellow (Summer) edition is tropical flavored.Red Bull Yellow (previously called Summer) Edition was only available in the summertime, but look for it all year long soon. Cherry also has a slight aftertaste from the artificial sweeteners used, but I do see this appealing to those that like cherry flavored soft drinks. It wasn’t bad, but not as nice as the Orange Edition in my opinion. Taste: Cherry Edition has a slightly sweet tasting cherry flavor that finishes a little on the sour side. Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH.With a market share of 43, it is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand behind Coca-Cola and Pepsi. Same energy formula as Red Bull Total Zero.It is Cherry flavored and described similar to a black cherry soda.The Cherry Edition is also formulated with Red Bull’s Total Zero formula. ![]()
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