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Red Bull has expanded its ‘Summer Edition’ line with the launch of a new Juneberry flavour energy drink. The new juneberry drink provides a flavour reminiscent of dark cherries, raisins and blueberries, and “aims to create excitement” among consumers as flavours are a key driver of growth in the sports and energy category. A Red Bull spokesperson said: “We know shoppers love to explore new flavours, so we are constantly innovating, to add excitement to the category, which has not only helped us to drive sales but also encourage trial by introducing new shoppers to the sector. This has led to Red Bull Editions quadrupling in value within the last two years.” They continued: “Flavours are an essential must-stock during the summer, with many shoppers incremental to the category. Our research highlights that 24% of people who don’t currently buy energy drinks say they would try a flavour, with converted energy shoppers also keen to experiment – 41% of them saying they would try a flavour. “With such strong purchase intent, we are positive that the new Red Bull Summer Edition Juneberry will help drive further trial, introducing even more shoppers to the category to help boost summer sales.” The latest Edition follows the limited edition launch of Red Bull Apricot last summer, which is now permanent in the portfolio. The Juneberry drinks are rolling out into major retailers nationwide and are available in single and multipack formats.