Red Bull, the UK’s number one energy drink brand, is bringing a new taste to the market with Red Bull Zero.
The new Red Bull Zero formula delivers a similar taste to the classic Red Bull Energy Drink but no sugars, giving consumers the choice to enjoy a zero-sugar product with a different taste than Red Bull Sugarfree, but the same wiiings.
Demonstrating its understanding of consumer needs and attitudes, the reformulated Red Bull Zero offers shoppers more choice for those moments where they’d rather have less sugar. Alongside diet offerings experiencing growth, Zero variants are growing +20.7%[1] displaying growing demand for zero calorie options.
For over 10 years, energy drinks have driven category growth, (by +150%[2] in 2019 vs 2005) and Red Bull Zero will further contribute to this growth by offering new and existing consumers more ways to consume their energy.
Keeping consumer needs at the heart, the reformulated Red Bull Zero is set to appeal to a wider customer demographic than ever before.
Offering the same wiiings of Red Bull Energy Drink, Red Bull Zero is handy for intensive study sessions, a long day at work, or that all important fitness workout.
Today, Zero variants are driving the fastest soft drink growth and, as the 5th fastest growing food and drink brand in the UK (Nielsen / The Grocer Top Products 2019), No.1 brand winning new shoppers in the Sports & Energy category and the No.3 Soft Drinks brand, Red Bull’s new offering looks to continue boosting category growth. With a complete 360-degree approach, the activity will be supported by in store and out of home activations driving awareness in the Zero category. Plain can launches in April with a PMC variant to follow in the summer.
[1] Source: IRI Infoscan, Total Coverage, Value Growth, 52 w/e 28th Sep 2019
[2] Euromonitor Passport, off-Trade Value RSP, 20042018
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