Red Bull announces global launch of Red Bull Zero

Red Bull has announced the global launch of Red Bull Zero.

Health is now a key concern for shoppers, with 75% considering health when they choose a soft drink (Nielsen). However, taste continues to be the No.1 driver of purchase (Appinio), highlighting the need for a sufficient offering of great tasting no sugar and zero alternatives alongside full sugar soft drinks.

Red Bull Sugarfree caters to this need, providing a no sugar offering but with a distinct flavour that has built up a loyal shopper base. Red Bull Zero aims to fill a gap in the current line-up for a liquid closer to the taste of original Red Bull energy drink but without the sugar.

The new can also complements the Red Bull energy drink range, featuring the brand’s two most distinctive and recognisable assets – the core blue and silver rhombus design and the bull brand logo – along with a ‘New Taste’ flash.

The new product is available in 250ml plain (rsp £1.65) and £1.60 price-marked cans, 355ml can (rsp £2.10), 473ml can (rsp £2.60), 4 x 250ml (rsp £5.40) and 8 x 250ml (rsp £9.50) can multipack.