Red Bull has added a new sugar-free energy drink to its roster.
Red Bull Zero is a new zero-sugar, zero-calorie version of the brand’s original flavour. It will launch via wholesale and in all major grocers from next month.
The NPD was “closer to the taste of original” than Red Bull Sugar Free, according to the supplier.
It would “fill a gap” in the brand’s current lineup by offering “the same energy boost and taste, but without the sugar”, said Red Bull.
Health was a key concern for shoppers, with three in four considering it when choosing their soft drink, said Red Bull citing NIQ data.
However, taste continued to be “the number one driver of purchase”, it said, adding this highlighted “the need for a sufficient offering of great-tasting no-sugar alternatives alongside full-sugar soft drinks”.
Zero will be available in 250ml plain (rsp: £1.65) and £1.60 price-marked cans, 355ml cans (rsp: £2.10), 473ml cans (rsp: £2.60), 4x250ml (rsp:£5.40) and 8x250ml (rsp: £9.50) can multipack formats.
It comes after Red Bull launched Pink Edition Sugar Free – its first-ever fully sugar-free flavour – earlier this year.
Red Bull remains the category leader in energy drinks, having grown sales by 15.7% to £707.2m on volumes up 10.4% [NIQ 52 we 23 March 2024].
However, second-placed Monster is gaining ground. It’s up 21.7% to £635.7m on volumes up 11.4%.
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