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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.