Red Bull has extended its multipack offering with the launch of a new Sugarfree Price-Marked Multipack (4x250ml, £4.69 PMP), exclusively available to symbol and independent convenience stores from Booker.
Multipacks are currently outperforming any other format, +34% MAT and driving 85% incremental growth. Over half (56%) of impulse shoppers also indicate that they would be more likely to buy a price-marked pack, significantly over indexing within the 33 to 44-year-old age demographic.
A spokesperson for the brand said: “Red Bull is currently outperforming the market within symbol and independent stores when compared to all other channels, and with the launch of the Sugarfree Price-Marked Multipack we’re sure we’ve developed a product which will drive profit for retailers and support overall category growth.
“We’re dedicated to offering consumers more choice when it comes to their soft drink options in-store. 30% of our impulse customers only purchase sugarfree sports and energy drinks, and with a record number of shoppers – 1.4 million Red Bull sugarfree buyers in the last 12 months – it’s evident the demand is there for our latest pack-format.”