Red Bull expands 'Editions' line with orange

SANTA MONICA, Calif. -- Red Bull is adding a taste of Florida to its product line.

The brand is launching Red Bull Orange Edition, with the popular taste of tangerine. The Red Bull Orange Edition combines taste with eye-catching packaging, a winning combination to drive trial and repeat purchase.  According to Mintel, flavor ranks as the key factor for consumers as they choose their purchase – over brand, price, caffeine or sugar content.

The Red Bull Editions flavored line of Red Bull Red (cranberry), Blue (blueberry), Yellow (tropical fruits), and now Orange (tangerine) are sold in single serve 12 fl. oz. (355 mL) cans, line priced with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero. All three flavored Editions products rank within the top 20 Energy Drink SKUs.  Additionally, 8.4 fl. oz. (250 mL) 4-Packs of Red Bull Red, Blue and Yellow are available in stores nationally.

The caffeine concentration is consistent across the entire portfolio of Red Bull Energy Drink products: 80 mg of caffeine in an 8.4 fl. oz. (250 mL) can and 114 mg in a 12 fl. oz. (355 mL) can – about the same as a similarly sized cup of home-brewed coffee.