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product news: Red Bull expands sugar-free range

John Wood ·

Red Bull is expanding its sugar-free range.

The launch includes the completion of Red Bull Sugarfree, with a 355ml price-marked offer, while the brand has also revisited its Editions range, and consumers can now enjoy two Red Bull Editions – Tropical and Orange – as a 250ml can Sugarfree option (price-marked and plain).

The launch will also see the brand extend its best performing portfolio with the addition of the first Red Bull Sugarfree 473ml can (price-marked and plain) in April.

Gavin Lissimore, Red Bull head of category marketing commented: “As an active lifestyle brand, we understand the importance of offering health-conscious consumers choice. The launch of our new sugar-free range ensures that consumers can choose a sugar-free alternative for each and every Red Bull can. Whether it’s our top performing Red Bull 250ml can – which remains our bestseller - or a Red Bull Edition, shoppers can reach for their favourite sku and expect to see the Sugarfree option sitting right beside it. We’re passionate about giving our loyal customers choice, which is why we would encourage retailers to stock the Sugarfree alternative next to the original Red Bull sku – ensuring both options are always available to shoppers.

“Not only does the launch bring new news to the shelf, consumers will be inspired to trial the new Sugarfree options as they seek healthier alternatives.”

The launch is being supported by Red Bull’s biggest campaign on Sugarfree with the activity supported ATL with VOD, digital, outdoor and social media campaigns, while shopper activations and dedicated POS will drive awareness in store.

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