Red Bull has expanded its sugar-free line-up with a new Lilac Edition.
Offering the taste of “grapefruit and blossom”, Red Bull Lilac Edition Sugarfree will launch into wholesale from 9 June, before rolling out to the wider convenience and grocery channels from July.
It will come in a 250ml can, with PMP (£1.60) and non-PMP (rsp: £1.65) options available. There will also be 355ml can (rsp: £2.10), 473ml can (rsp: £2.60) and 250ml can four-pack (rsp: £5.40) SKUs.
Red Bull is also introducing a £1 PMP can of the new Red Bull Sugarfree Lilac Edition to drive awareness at launch.
According to Red Bull, the new variant fitted in with current taste trends, with Vypr Energy Drink Consumer research showing that 75% of category shoppers were likely to purchase a grapefruit and blossom-flavoured energy drink.
It is hoped that Red Bull Sugarfree Lilac Edition will help the brand capitalise on the appetite for flavoured functional energy, which now caters to 12 million shoppers [Kantar 52 we 20 April 2025].
Other sugar-free flavours in Red Bull’s line-up include Red Bull Pink Edition, Red Bull Zero and Red Bull The Winter Edition (Vanilla Iced Berry).
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