Red Bull Sugarfree continues to grow as more consumers seek the same energy without the sugar. Launched in 2003, and containing just eight calories a can, almost one in five cans of Red Bull sold are Sugarfree, presenting a great opportunity for pubs and bars to capitalise on.
Caroline Jacomb, Red Bull Trade Marketing Manager, comments: “Health and Wellbeing will be the most important consumer issue over the next five years. More than one in four adults in the UK are trying to lose weight “most of the time” and diet variants are taking an ever increasing share over their regular counterparts.
“Consumers who actively seek out Red Bull Sugarfree will switch to a less profitable diet soft drink if it they can’t see what they’re looking for, or if Red Bull is out of stock, so ensuring it is both available and visible is key to your profits.”
Since its launch, 25% of new buyers to the Red Bull brand have been Sugarfree buyers and Sugarfree now accounts for around 15% of Red Bull UK total sales. It has been steadily on the rise for 3 years, continues to grow at 20% and has provided over £4 million category growth over the last year.
Red Bull will continue its ATL investment with a £25.3 million brand support campaign in 2008, cementing its status as the number one Sports and Energy advertiser. This campaign will include the Red Bull Sugarfree can as sign off for the first time ever and will maintain high impact consumer recognition and a strong desire to purchase.