SANTA MONICA, Calif. -- Red Bull will phase out its zero-sugar Orange and Cherry Editions in early 2016, just as the energy-drink brand launches its newest flavor addition: a new Orange Edition in tangerine flavor.
“Although our zero-sugar Editions are performing well in market, we maintain a high threshold for performance and overall portfolio productivity,” a spokesperson told CSP Daily News. “Red Bull will focus on its most productive product lineup to benefit both consumers and retail partners.”
The tropical orange- and wild cherry-flavored Editions rolled out in February 2015.
Rather than dwell on the phase-out, however, Red Bull is turning its attention to a new Orange Edition, which will debut this coming February. “We are excited to introduce the new Red Bull Orange Edition, enhancing the product line productivity with a great product/packaging combination,” the spokesperson said.
At the same time, Red Bull will limit single-serve versions of its Editions line to 12-ounce cans only, reserving 8.4-ounce cans for multipack sales. The new packaging will “improve shelf presence and trial,” the company said.
Also in the works, a fifth Edition flavor will join the line for a limited time. Red Bull will add a Summer Edition in a kiwi twist flavor from May 2 through Labor Day.
Both the new Orange and Summer Editions were available for sampling during this week’s NACS Show in Las Vegas.
Meanwhile, beverage analyst Bonnie Herzog of Wells Fargo Securities reported that Red Bull is working with major convenience-store retailers on foodservice-beverage bundling programs.
“Red Bull has partnered with Casey’s General Stores on pizza/Red Bull promotions, as well as breakfast burrito/Red Bull promos,” Herzog reported this week, “and with Wawa [convenience stores] on pretzel tie-ins.
“Although energy has had limited success in restaurants and food tie-ins, with Red Bull seeing opportunity to drive increased sales through food pairings, we can’t help but wonder if energy drinks are poised to finally break into foodservice and restaurants,” she said.
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