The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Red Bull has introduced its latest Winter Edition energy drink flavour ahead of the season, Fuji Apple and Ginger, available with and without sugar.

The drink combines the sweet taste of Fuji apples with spicy and earthy ginger notes, described by the brand as a ‘perfect pairing for winter enjoyment’.

According to Red Bull, the NPD has already received positive feedback from consumers, who have described it as ‘zingy,’ ‘refreshing’ and ‘giving a boost’. Vypr research found that nearly three quarters of consumers find the flavour appealing, more so for consumers under the age of 35.

The new flavour is launching in a gradient effect can transitioning from warm red to yellow, designed to stand out on-shelf and encourage trial.

It follows the success of Red Bull’s second Winter Edition, Iced Vanilla Berry, in 2024, which drove engagement of flavours over the winter period. Editions continue to drive innovation for the brand, with its recently launched Sugarfree Lilac Edition responding to successful flavour testing and introduced to market in the summer.

Red Bull Winter Edition Fuji Apple and Ginger is available at Sainsbury's now, with additional UK retailers to follow in October. It is launching in both full-sugar and sugar-free varieties, in single 335ml and 473ml cans and a multi-pack of four 250ml cans, as well as a full-sugar single 250ml can.