More can, more energy, more wings - Red Bull launch 473ml can |
| Monday, 23 March 2009 | |||||||||
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For the past 13 years, Red Bull has been giving wings to people across the UK and has always listened to what they want from their favourite energy drink. When they wanted a Sugarfree alternative, they got it and when they wanted a bit more energy, they got it via a 355ml can! Well, now they've asked for even more and Red Bull is happy to oblige in the form of a brand new 473ml can. Launching at the end of March, the 473ml can comes off the back of extensive consumer research which found that there was a massive demand for a big can Red Bull serve. You're probably wondering why 473ml? The answer to that is it keeps a slim-line look, maintains its premium appearance and offers Red Bull a point of difference versus other big cans - we never like to be the same as everyone else! The new can has both consumer and trade benefits. Consumers now have a larger size of their preferred energy drink at good value for those social occasions like parties, concerts, at home before they go out or simply for when they're in need of a lot more energy. For the trade, it will add value to the £682m* sports and energy category and drive growth whilst giving retailers big sales opportunities. People are working harder then ever and have less time on their hands which means they're in need of more energy and therefore looking for functional products which help them get through the day. The new Red Bull 473ml can is here to meet this demand and is, after all, what they've asked for! As the signpost brand of the category, retailers are advised to position the new 473ml can alongside other Red Bull Sku's in the chiller which allows for immediate consumption. Brand blocking also enables shoppers to distinguish between the sizes and choose the one that's right for their need and will also increase rate of sale, which will no doubt be welcomed by retailers! Matt Hollier, Head of Off Trade for Red Bull Comments: "Like all our different formats, the launch of the 473ml has been introduced because that's what consumers want. "We spoke to them and they told us they wanted a bigger can that offers good value energy from their preferred energy drink brand, which is exactly what they get from the new can. "It's important that, as the most recognised and trusted energy drink brand and with a 26%** market share, we have a range of Sku's that meet every consumer occasion. "The launch of 473ml gives us this and based on trials we believe it will soon be in the top 10 selling soft drinks, giving big wings to consumers and big profits to retailers!" A range of POS is available for in-store activation. Email This e-mail address is being protected from spambots. You need JavaScript enabled to view it for further info. Red Bull Energy 473ml is available from the end of March and will retail at £1.99. Source: Red Bull
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Comments (2)
Alex Gilzean
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... um 473ml is not orignal for red bull pretty sure rockstar energy drinks are that size and its not being unique its just a US pint size |
Johnny Zyn
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... Why are energy drinks getting bigger in UK? Energy Shots (60 ml) are the new wave of energy beverages in the USA. You can get almost as much caffeine in an energy shot than in the 473 ml Red Bull. Here is an example of an energy shot in the UK- www.925energy.com Be sure to check out the caffeine comparison of the 9-2-5 energy shot webpage. |
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