Red Bull North America has expanded its Red Bull Editions product line with the addition of Red Bull Orange Edition, flavoured with tangerine.
The new Orange Edition combines great taste with eye-catching packaging, Red Bull said – a combination that it hoped would drive trial and repeat purchase. Its launch will allow the brand to bring consumers “one of the highest-ranked flavours in the US” and continue to offer consumers “a delicious flavour option for every palate”.
Packed in 355ml slimline cans, the drink’s caffeine concentration is consistent with other Red Bull energy drinks with 114mg in – said to be about the same as a similarly sized cup of home-brewed coffee.
A Red Bull spokesperson said: “The continued expansion of the Editions line demonstrates Red Bull’s commitment to offering consumers more flavour and variety. Whether new to the energy drink category or currently enjoying Red Bull while working, studying, travelling, playing or juggling the daily demands of life, the Editions line provides a flavour for everyone.”
6bn cans of Red Bull were consumed worldwide last year, with one-third of those consumed in the US alone.
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