Red Bull has unveiled its latest Summer Edition energy drink.
Called White Peach, the NPD will launch in 250ml plain (rsp: £1.70), £1.65 PMP cans, and 4x250ml (rsp: £5.40) multipack formats on 2 March. A 355ml sugar-free version (rsp: £2.10) will also be available.
It offered “notes of white peach, enhanced by a touch of citrus peel that adds some zest and complexity”, Red Bull said.
Red Bull’s Summer Editions had driven “significant growth” in the energy drink category in recent years, the brand said. Editions accounted for “nearly a third of all Functional Energy flavoured growth this year”, said Red Bull, citing NIQ data.
White Peach would ”continue the trend of introducing new shoppers and incremental value to the category”, it predicted.
It will replace Curuba Elderflower, which was unveiled as Red Bull’s Summer Edition for 2024 last February.
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