Austrian brand Red Bull, credited with starting the energy drink phenomenon, has introduced flavor extensions – a first for the company. The new flavors, market as Red Bull Editions, include Fresh Lime, Fruity Blueberry, and Sweet Cranberry, and will come in silver, blue, and red cans respectively. Each flavor will provide the same energy and other functional benefits as the original.
The product will launch nationally in March, but has been available in 7-Eleven stores since November, the chain having negotiated an early distribution deal with Red Bull. “Red Bull is one of 7-Eleven’s top-sellers and we are the largest U.S. retailer of Red Bull,” said Jesus Delgado-Jenkins, executive vice president of merchandising, marketing and logistics 7-Eleven . “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.”
Red Bull continues to be a both a global leader in the energy drink category as well as a primary investor in its growth. The flavor extensions were introduced to show the brand’s commitment to the business, and other brands are expected to follow suit.