Red Bull rolls out a zero-calorie option

  • Print
  • Share
  • Comment
  • Save

Red Bull has launched a ‘zero calories’ variant backed by a £2m push.

Available now, Red Bull Zero Calories is based on the same ingredients as other products in the range - caffeine, taurine and B vitamins - but contains 1.8 calories per 100ml, compared with the three calories in Red Bull Sugarfree. Under European regulations, a product containing no more than four calories per 100ml can be called ‘zero calorie’.

Targeted at consumers not currently buying energy drinks, the newcomer would drive further penetration, said head of category marketing Gavin Lissimore.

Marketing kicks off in April and will include outdoor, print, digital and sampling activity.

Have your say

Please add your comment. Remember that submission of comments is governed by our Terms and Conditions. You can include links, but HTML is not permitted.

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comment
  • Save

Grocer jobs Experts in FMCG

Search jobs
Sign in

Newsletter sign-up

I wish to receive the following newsletters:

Subscriber only alerts:

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers