Talking Retail Grocery and product news for independent retailers
The packs are rolling out this month and retail at £4.69 per pack from Booker, Premier, Family Shopper and independent stores.
The launch is designed to “meet demand for sugar-free soft drink options”, as shoppers are “actively seeking a healthier energy boost on the go”.
Brand insight shows that sugar-free products are integral to the recruitment of lost shoppers within the convenience channel, so the latest multi-pack launch will “increase the presence of no sugar variants on shelf, driving more users, more often and on more occasions”.
The brand said multi-packs are outperforming any other format (34%) and driving 85% incremental growth.
It said 56% of impulse shoppers also indicate that they would be more likely to buy a price marked pack, significantly over indexing within the 33- to-44-year-old age demographic.
A spokesperson for the brand said: “Red Bull is currently outperforming the market within symbol and independent stores when compared to all other channels, and with the launch of the sugar-free price-marked multi-pack we’re sure we’ve developed a product which will drive profit for retailers and support overall category growth.
“Thirty per cent of our impulse customers only purchase sugarfree sports and energy drinks, and with a record number of shoppers – 1.4 million Red Bull sugarfree buyers in the last 12 months – it’s evident the demand is there for our latest pack-format.”
