- Supplier: Red Bull
- Product: Summer Edition Curuba Elderflower
- RRP: £1.55 (250ml PMP), £1.60 (250ml plain), £1.95 (Sugarfree 355ml), £5 (Sugarfree 4x250ml)
- Available: 11 March
Red Bull has unveiled its latest Summer Edition variety, Curuba Elderflower, ahead of its launch on 11 March.
The latest flavour in the supplier’s Editions series of seasonal drinks combines elderflower and banana passionfruit (curuba), with hints of melon and pineapple.
It is available in £1.60 250ml plain and £1.55 price-marked cans, as well as 355ml Sugarfree and 250ml Sugarfree four-pack cans.
It comes amid a growing demand for flavoured energy drinks, with 41% more flavoured energy drinks sold per store in the past two years.
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Meanwhile, energy drinks have grown by 31% over the past two years, and have accounted for 30% of all soft drinks growth in the past 12 months.
Additionally, 85% of shoppers say they “want to try new and unusual flavours in energy drinks”, and 50% of shoppers that bought into the Editions range have been new to the Red Bull brand.
The supplier said that its most recent Summer Edition variety, Juneberry, was its most successful NPD yet, and is now a permanent line in the range as The Blue Edition.
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