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product news: Red Bull targets organic demand

John Wood ·

Red Bull is aiming to tap into consumer demand for organically certified food and drink products with the launch of its new soft drinks range.

Organically certified Organics by Red Bull is a collection of four flavoured soft beverages that are free from artificial flavours, colours, preservatives and additives.

Launched under the Red Bull brand, but with a clear differentiation from the existing Energy portfolio, Organics by Red Bull offers consumers four flavours – Simply Cola (Strong and Natural), Bitter Lemon (Fresh and Natural), Ginger Ale (Spicy and Natural) and Tonic Water (Dry and Natural) – to create a portfolio of natural flavoured, premium soft drinks.

Mark Bell, Red Bull strategy and planning manager, commented: “This is a really exciting step for the Red Bull brand, and highlights the increased demand for a range of organically certified, natural drinks. Organics by Red Bull offers consumers more choice when it comes to soft drink consumption occasions and its canned format is perfectly suited to on-the-go occasions. For retailers, the launch provides a portfolio of refreshing soft drinks that carry Red Bull’s famous logo – a real incentive for trial.”

Red Bull will be supporting the launch with a targeted marketing campaign and a focus on trialling the product with consumers to drive distribution.

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