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Red Bull UK has announced its latest seasonal flavour innovation: Summer Edition Citrus Zest, available in retail now.

The new Summer Edition is described by the brand as ‘bursting with the invigorating flavour’ of Sudachi lime, a small green acidic citrus fruit originating from Japan. This follows the brand’s first UK Spring Edition, Cherry Sakura, which launched in February.

Red Bull said it hopes to replicate the success of last year’s Red Bull Summer Edition White Peach, which was one of the year’s most successful NPDs across total FMCG, according to Worldpanel by Numerator.

The brand noted that summer is a key time for engagement within the hydration category, while functional energy is also a core category for UK convenience stories during the warmer months. Additionally, flavour innovation is a key growth driver, with nearly one quarter of the population now buying flavoured functional energy, Worldpanel’s research highlights.

Red Bull Summer Edition Citrus Zest is now available in single 250ml, sugar-free 335ml and 473ml cans, as well as in multipacks of four sugar-free 250ml cans.