Red Bull is expanding its line-up with three fruit-flavoured energy drinks.

The blueberry, cranberry and lime-flavoured drinks - which are branded as blue, red and silver editions - will hit shelves from the start of next year as permanent additions to the range.

Fruit flavours are the fastest-growing part of the energy drinks market [Nielsen], and Red Bull is hoping to emulate the success it has had in Europe following the flavours’ launch over the past year in countries such Germany, Austria, France and Spain.

In Germany, where the Red Bull market is a similar size to the UK, the company said the new flavours had sold 21.8 million cans in their first six months on shelf.

Red Bull’s previous launch of a new flavour in the UK was Red Bull Cola, which has failed to gain the traction of its parent brand but is still on sale at some Tescos and through P&H. “The Red Bull special editions are energy drinks, which are what consumers expect from Red Bull, whereas Red Bull Cola isn’t,” said Red Bull strategy and planning manager Gavin Lissimore.

The company, which has grown sales of Red Bull 5.5% to £218.6m and by 8.3% in volume [SymphonyIRI 52 w/e 30 June 2012], is also hoping the special editions will attract new energy drinks consumers.

“Taste is the number one barrier to consumers buying into the energy category and the launch of Red Bull special editions will address this,” said Lissimore.

The recent launch of energy drink N-Gine Blue at 25p by Tesco renewed concerns that the value of the market could be damaged by budget drinks. However, Kantar Worldpanel research revealed 75% of shoppers who entered the market buying premium products - such as Red Bull - continued to buy them.

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