Global energy drinks brand Red Bull has launched a new Zero drink to its range - zero sugar and zero calories, whilst maintaining the same flavour of the original Red Bull drink.
As part of the launch, the brand identified that 75% of shoppers consider health when they choose a soft drink, however, taste continues to be the leading purchase driver, highlighting the need for no sugar and zero alternatives alongside full sugar soft drinks.
"Red Bull Sugar-free caters to this need, providing a no sugar offering but with a distinct flavour that has built up a loyal shopper base," explained a representative from the brand. "Red Bull Zero aims to fill a gap in the current line-up, for a liquid closer to the taste of Original Red Bull Energy Drink. It meets demand by delivering the same energy boost and taste, but without the sugar, targeting incremental category occasions."