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Red Bull is set to expand its seasonal offerings in the energy drink market with the launch of its second Winter Edition flavour, Iced Vanilla Berry.

The new product, designed to appeal to consumers seeking innovative taste experiences during the cooler months, will begin rolling out in mid-September, with full availability in stores by 1 October.

The Iced Vanilla Berry variant is packaged in a striking blue can and features a blend of blueberry, vanilla, cotton candy and eucalyptus, aiming to provide a refreshing taste experience.

This launch follows the successful debut of the Winter Edition Spiced Pear last year, which significantly contributed to Red Bull's growth in the flavoured energy drink segment, driving 35% of all Red Bull Edition sales within its first 12 weeks in independent retail channels.

The flavoured energy drink sector has seen a notable increase in demand, particularly among convenience stores, which reported a 27% rise in unit sales per store over the past two years.

Additionally, 71% of new energy drink shoppers are gravitating towards flavoured options, suggesting these products are not only attracting new consumers but also generating huge sales for the category.

The Iced Vanilla Berry flavour will be available in multiple formats: 250ml cans priced at £1.60, 250ml PMP cans at £1.55, sugarfree 355ml cans at £1.95 and 4 x sugarfree 250ml packs at £5.

Red Bull's focus on seasonal flavours and innovative product offerings positions the brand to meet consumer demands while enhancing its competitive edge in a rapidly growing sector.

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