Red Bull Expanding Editions Product Line
2014 Summer Edition to return as Yellow Orange, Cherry in Feb. 2105
SANTA MONICA, Calif. -- Red Bull has unveiled an expanded line of the Red Bull Editions with Red Bull Yellow, Red Bull Orange and Red Bull Cherry to launch nationwide Feb. 16, 2015.
The new Red Bull Editions offer the tastes of tropical fruit, orange and cherry.
The Red Bull Orange and Cherry Editions have zero calories and zero sugar. Additionally, the company is moving the Red Bull Editions line to an exclusive 12-fluid-ounce, single-serve size with the availability of 8.4 fl. oz. cans in four-packs.
Since the national launch in 2013, the Red Bull Editions have garnered approximately $500 million dollars in sales, the company said, citing Nielsen data.
As a limited launch in July and August 2014, the Red Bull Summer Edition performed exceptionally well and will now return as a permanent national SKU--the Red Bull Yellow Edition. Orange and cherry are among the highest-ranked flavors in U.S. flavor appeal studies, and they complement the Red Bull formula, inspiring the Red Bull Orange and Cherry Editions.
The Red Bull Editions line of Red Bull Red (cranberry), Blue (blueberry), Yellow, Orange and Cherry will be sold in single-serve 12-fl.-oz. cans and will be line priced with
Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero. For consumers looking for an 8.4-fl.-oz. can, the company is making four-packs of Red Bull Red, Blue, Yellow and Orange Editions available.
A 12-fl.-oz. Red Bull contains 114 mg of caffeine, about the same as an equivalent sized serving of homebrewed coffee, the company said
The company will support the Red Bull Editions expansion with an "expansive" marketing campaign in 2015 including advertising, public relations, in-store point of sale (POS), digital and social activations as well as a national sampling program with the Red Bull Wings Team.
Red Bull North America Inc. is based in Santa Monica, Calif.