RED BULL offers more choice with 355ml 4 pack addition

The UK’s number one energy drink brand, Red Bull, is extending its multipack offering with the launch of a new 355ml four pack. The launch comes as a result of the growing success of 355ml format as the UK’s third largest sports and energy drink sku in the UK[1], adding more growth to the category than other branded pack in the market[2].

Expanding the brand’s offering to include Red Bull Energy Drink 355ml four pack will be incremental to the current multipack portfolio and as big cans and sugar free variants have seen fast growth in the last 12 months, it is set to drive category value for retailers. Red Bull Energy Drink 355ml is one of the top ten fastest growing products in the soft drinks category, adding £13m of value in the latest year alone[3].

 

The launch aims to satisfy consumer needs by offering increased choice of different energy sizes and opens up the range of occasions in which the product can be consumed. Multipacks are worth £167m, which equates to 12.5% of the overall sports and energy category[4]. Red Bull’s iconic 250ml Energy Drinks pack and Energy Drink alternative size options 355ml and 473ml are perfect for retailers to stock in order to provide consumers a choice based on their needs.

 

Mark Bell, Red Bull Strategy & Planning Manager comments; “With an increasing rise in the popularity of our 355ml Energy Drink pack, this launch taps into consumer demand offering the choice to purchase their preferred pack in a multipack offering. Giving retailers the opportunity to stock a variety of multipack options alongside single cans enables great stand-out at shelf through merchandising their range by brand. This aims to make the in-store experience for consumers seamless when shopping the leading sports and energy category.”

[1] IRI MAT to Sep 18 – Value

[2] IRI MAT to Sep 18 – Value Change vs YA, Total UK

[3] IRI MAT to Sep 18 – Value

[4] IRI – £VALUE ROS (TOTAL COVERAGE) – MAT DATA TO 22.09.18

Author: kimbarnard

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