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Energy drink brand Red Bull is expanding its flavoured sugar-free range in the UK with the launch of Red Bull Sugarfree Lilac Edition.
The product offers flavours of grapefruit and blossom, responding to successful flavour testing and research finding that 75% of energy drink buyers would be likely to purchase an energy drink with these flavours.
It will initially launch into UK wholesale from 9 June, before rolling out to the wider convenience and grocery channels from July.
The flavoured functional energy drink market now caters to 12 million consumers, according to Kantar data. Kantar’s research also found that 18% of Red Bull Edition NPD shoppers were new to the functional energy segment last year, highlighting the brand’s success in its aim to attract new buyers to the category.
Red Bull Sugarfree Lilac Edition is available in 250ml, 335ml and 473ml can sizes, as well as a 250ml four-pack.
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