This winter, Red Bull is broadening its no sugar offer with the global launch of Red Bull Zero, delivering Zero sugar and Zero calories, with the popular flavour of Red Bull Original Energy Drink, the #1 single serve soft drink in the market[1].
Health is now a key concern for shoppers, with 75% considering health when they choose a soft drink[2], however, taste continues to be the number 1 driver of purchase[3] highlighting the need for a sufficient offering of great tasting no sugar and zero alternatives alongside full sugar soft drinks.
Red Bull Sugarfree caters to this need, providing a no sugar offering but with a distinct flavour that has built up a loyal shopper base. Red Bull Zero aims to fill a gap in the current line-up, for a liquid closer to the taste of Original Red Bull Energy Drink. It meets demand by delivering the same energy boost and taste, but without the sugar, targeting incremental category occasions.
With health such a key consideration for soft drink consumers, it is important to cater to this need within the Energy category. Offering more no sugar options is key to building incrementality for the category with more users, consuming energy drinks more often, and across more occasions. Red Bull has been key to driving this growth, with a portfolio that offers choice, growing shoppers and frequency of its no sugar products year on year[4] and Red Bull Zero aims to drive this further.
The new can also compliments the Red Bull Energy Drink line-up, featuring the brands’ two most distinctive and recognisable assets – the core blue and silver rhombus design and the bull brand logo, along with a ‘New Taste’ flash, it fits in seamlessly and will be available in 250ml plain (RRP: £1.65) and £1.60 PMC cans, 355ml can (RRP: £2.10), 473ml can (RRP: £2.60), 4 x 250ml (RRP:£5.40) and 8 x 250ml (RRP: £9.50) can multipack.
[1] Nielsen Scantrack | Total Coverage | Unit Sales | 52 weeks to 10.08.24
[2] Appinio Survey | 2,000 Soft Drink Respondents | July 2024
[3] Kantar Worldpanel + Survey| 6,170 Soft Drink Respondents | July 2023
[4] Kantar Combined Panel | 52 weeks to 14th April 2024 & Nielsen Scantrack, Total Coverage, MAT 7th July 2024
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