Red Bull has launched three new editions in the US, with flavours including kiwi-apple and açaí berry.
New Red Bull Purple and Red Bull Lime are all sugar-free, providing consumers with additional choice over their sugar intake, Red Bull said. Along with the kiwi-apple flavoured Red Bull Green, they have launched in retail stores in the US this week.
The new and slightly exotic flavours follow the ‘resounding success’ of the limited-edition Red Bull Summer Edition kiwi twist from last year, which has now been brought back permanently under the guise of Red Bull Green.
It previously launched a tangerine flavour of the Editions product line.
The new products will be available nationwide with a recommended price for $5.33 for two.
A spokesperson for the brand said: “The Red Bull Editions stand for taste and choice. The line offers a delicious taste option for every palate whether new to the energy drink category, or currently enjoying Red Bull while working, studying, traveling, working out or juggling the daily demands of life.”
Red Bull is available in 169 countries worldwide and 6 billion cans were consumed last year, 2 billion of them in the US alone. That amounts to sales of $4.5 billion in the US, and just short of $8 billion in the rest of the world.
Between them, Red Bull and rival Monster account for 82% of the US energy drink market. The next closest competitor is Rockstar, with just 10%.
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