RED BULL taps into coconut trend with coconut berry edition
The UK’s number one energy drink brand, Red Bull, is continuing the momentum behind its successful track record of launching innovative flavours, bringing a brand-new addition to the Editions range with the introduction of new Red Bull Coconut Berry Edition.
Launching for the first time in the UK, Red Bull Coconut Berry Editions offer the energy boost of Red Bull with the taste of coconut. It has a light, summery flavor profile, through an initial coconut taste, which blooms into a fruity berry finish that’s fresh, floral and creamy. The innovation comes packaged in a premium white can – a first from Red Bull. Red Bull Coconut Berry will be available in both Energy and Sugarfree variants (250ml) to provide consumers with choice in the energy drinks category.
Taste and quality continue to be a key focus with Coconut Berry standing as the brands best–tested and Editions flavour based on consumer testing and demand within other markets. Due to the success of Coconut Berry in other markets across Europe and worldwide, consumer demand took the Coconut Berry Edition from a limited edition to permanent part of the portfolio to meet the increased demand. Red Bull is providing UK consumers with the first Coconut Berry flavour variant in the energy drink market with a sugarfree variant in line with industry and health trends alongside it.
The launch builds on the growing success of sugarfree Sports & Energy beverages which is currently worth £175 million, equating to 12.6% of the Sports & Energy category. Red Bull is one of the brands driving performance in this part of the category, growing its sugarfree range at 14.6%, faster than the category as a whole and adding over £8m of value to the category through Sugarfree in the latest year. (IRI Value Sales 52 w/e 26 Jan, 19). This launch will encourage shoppers to enjoy the Editions range whatever their sugar preference whilst continuing to reinvigorate the category.
Mark Bell, Red Bull Strategy & Planning Manager comments; “As the top performing energy drink brand, we understand the importance of bringing on-trend flavours to the category. The launch of Coconut Berry Edition provides consumers the chance to experience the first Coconut & Berry flavoured energy drink in the UK. Retailers can add value through expanding their Red Bull portfolio whilst adding excitement to the category. Providing a sugarfree alternative also meets the growing demand for low and no sugar options and allows customers to choose how they wish to consume their energy. This continues our strategy to allow shoppers choice in each and every Red Bull pack produced, with this new flavour option available in both Energy and Sugarfree variants.”
A total of 6.790 billion cans of Red Bull were sold worldwide in 2018, representing an increase of 7.7% against an already very successful 2017. With Red Bull now available in 171 countries, over 75 billion cans of Red Bull have been consumed since the product’s inception. Red Bull continues to target expansion in the core markets of Western Europe while also focusing on the continued roll-out of the Red Bull Organics range.
With over half of shoppers walking away from a purchase if there is no low kcal offering, Red Bull will ensure they highlight the launch of both variants with attention grabbing point of sale and signposting.
 IRI Value Sales 52 w/e 26 Jan, 19