Red Bull launches zero-sugar variety

Red Bull Zero, a new a zero-sugar variety added to the Red Bull range, is available now to independent retailers.

The new formula has a similar taste to classic Red Bull Energy, but contains no sugars, giving consumers the choice to pick a zero-sugar product with a different taste than the brand’s Sugarfree variety.

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Alongside diet soft drinks experiencing growth, zero-sugar varieties are driving the growth within soft drinks at 20.7%, showcasing a growing demand for zero options. The company says it aims to appeal to more consumers spanning a wider demographic through this launch.

The launch will be supported by in-store and outdoor media, and a price-marked can will be launched later in the summer.

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