Red Bull Rolls Out Flavor Extensions

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Energy drinks continue to steal market share from other beverage categories sold within the convenience store channel, with innovation driving category growth. In fact, Chicago-based market research firm Mintel projects the category to grow 86 percent during the next five years, turning it into an $11.9 billion category in the U.S.

Red Bull, the Austrian brand responsible for the energy drink phenomenon, continues to lead the category globally and is a primary investor in its growth. To show this commitment to the business, the company is rolling out its first-ever flavor extensions. Red Bull Editions flavors come in red, silver and blue cans, and provide the same energy and functional benefits of the original, but with the taste of sweet cranberry, fresh lime and fruity blueberry, respectively.

Launching nationally in March, the 7-Eleven chain negotiated an early distribution deal with Red Bull, and began selling the new fruity flavors in November. "Red Bull is one of 7-Eleven's top-sellers and we are the largest U.S. retailer of Red Bull," says Jesus Delgado-Jenkins, 7-Eleven executive vice president of merchandising, marketing and logistics. "As our guests look to refresh and refuel morning, noon and night, enthusiastic Red Bull fans can get their first taste of these new flavors only at our stores."

7-Eleven is pricing Red Bull Editions in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero, which is $1.99 to $2.25 per 8.4-oz. can.

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