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Red Bull releases caruba- and elderflower-flavoured energy drink
News Desk

News Desk

23 February 2024

Red Bull releases caruba- and elderflower-flavoured energy drink

Red Bull has expanded its presence in the sports and energy drink category with its 2024 summer edition, Curuba Elderflower. The new energy drink blends the flavour of curuba – a fruit also known as banana passionfruit that is native to South America, – with notes of elderflower, melon and pineapple.

Market research platform Appinio reported that flavours play a significant role in the energy drink category's growth. It found that 85% of shoppers expressed an interest in experimenting with "new and unconventional flavours in energy drinks". This year's summer edition, curuba elderflower, follows last year's Red Bull Juneberry variant and 2022's strawberry-apricot flavour. The energy drink giant stated that Juneberry was its most successful NPD and has now become a permanent addition in its portfolio. The new edition will be available across the UK from 11 March in various pack sizes and also in a sugar-free format.

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