New Food Products

Red Bull Enters the Cola Market

A natural alternative to traditional colas

In 1984, when Austrian entrepreneur Dietrich Mateschitz came across a small energy tonic in Southeast Asia, he had a dream of launching the product to the Western World. Red Bull Energy Drink was created soon after. Mateschitz also had another idea — a premium, natural cola. He even designed the packaging and kept the drawing in his safe all this time.

Twenty-fours years later, Red Bull GmbH, headquartered in Fuschl am See, Austria, introduces Red Bull Simply Cola, which contains ingredients from natural sources. It claims to be the only cola that contains both the original kola nut and the coca leaf, and it has a kick with slightly more caffeine than traditional colas.

What it lacks are preservatives, phosphoric acid and artificial flavors. Instead, it contains natural flavors from plant extracts. Ingredients include lemon/lime, clove, cinnamon, cardamom, pine, corn mint, galangal, vanilla, ginger, mace, cacao, licorice, orange and mustard seeds.

Red Bull Simply Cola is available in 8.4-ounce cans in bars, restaurants and nightclubs. Suggested retail price for a 12-ounce can in convenience stores is $1.49.

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