Red Bull Adds New Flavor to Editions Line
Red Bull Orange Edition is now available nationwide, offering the taste of tangerine
The continued expansion of the Editions line demonstrates Red Bull's commitment to offering consumers more flavor and variety. Whether new to the energy drink category, or currently enjoying Red Bull while working, studying, traveling, playing or juggling the daily demands of life, the Editions line provides a flavor for everyone.
According to Mintel, flavor ranks as the key factor for consumers as they choose their purchase – over brand, price, caffeine or sugar content.
The Red Bull Editions flavored line of Red Bull Red (cranberry), Blue (blueberry), Yellow (tropical fruits), and now Orange (tangerine) are sold in single serve 12 fl. oz. (355 mL) cans, line priced with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero. All three flavored Editions products rank within the top 20 Energy Drink SKUs. Additionally, 8.4 fl. oz. (250 mL) 4-Packs of Red Bull Red, Blue and Yellow are available in stores nationally.
The caffeine concentration is consistent across the entire portfolio of Red Bull Energy Drink products: 80 mg of caffeine in an 8.4 fl. oz. (250 mL) can and 114 mg in a 12 fl. oz. (355 mL) can – about the same as a similarly sized cup of home-brewed coffee.