Red Bull Energy Drink Adds New Flavor To Editions Line Providing Consumers With More Taste And Choice

Red Bull North America, Inc. announced the expansion of the successful Red Bull Editions product line with the new Red Bull® Orange Edition, delivering the Wings of Red Bull with the popular taste of tangerine. Red Bull Editions stand for taste and choice, and with the addition of Orange – one of the highest-ranked flavors in the U.S. – Red Bull offers a delicious flavor option for every palate.

The continued expansion of the Editions line demonstrates Red Bull's commitment to offering consumers more flavor and variety. Whether new to the energy drink category, or currently enjoying Red Bull while working, studying, traveling, playing or juggling the daily demands of life, the Editions line provides a flavor for everyone.

The Red Bull Orange Edition combines great 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 in the US.

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.