CENTER STORE

Red Bull Editions hit retail shelves

BY Rebecca Haughey

SANTA MONICA, Calif. — Red Bull Energy on Monday introduced nationwide three new flavors: cranberry, lime and blueberry. In new red, silver and blue cans, the Editions from Red Bull provide the same energy and effect of the original, but with a taste for every palate.

After months of hyping the release, Red Bull, for the first time in the company’s 15-year history, has introduced a new flavor of their energy drink. The Editions were created by consumer demand, and were showcased at the National Association of Convenience Stores conference in October 2012 in Las Vegas.

During a six-week retail test in November and December 2012, all three flavors of the Red Bull Editions rose to be top-selling beverages during that period, ranking even in the top 25 of energy drinks, according to Retailer Internal Scan Data for the 8 weeks ended December 2012. Taste as a key driver was mentioned by 70% of repeat purchasers, according to a 2012 attitude measurement custom survey.

According to Mintel data, energy drinks are the fastest-growing segment within the beverage category — projected to grow 86% over the next five years to an $11.9 billion category in the United States.

Red Bull Editions are sold as single 8.4-oz. cans and 8.4-oz. 4-packs, priced in line with Red Bull Energy Drink, Red Bull Sugarfree and Red Bull Total Zero. Beginning today, they are available in convenience, grocery, drug and club store channels nationwide.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

CENTER STORE

True Drinks launches kids’ Aquaball healthy beverages

BY Jason Owen

IRVINE, Calif. — True Drinks, Inc., a healthy beverage provider, has launched a new marketing campaign behind its healthy kids’ drinks in support of First Lady Michelle Obama’s "Let’s Move!" healthy food and exercise campaign to battle childhood obesity.

“Obesity is a massive problem in the United States, and it begins with our children and young adults," said Lance Leonard, CEO of True Drinks. "To combat this issue, large corporations such as Disney, Walmart and Walgreens have invested in promoting healthier living, and by doing so, have increased their sales. True Drinks is pleased to support Mrs. Obama with her initiative to lower our childhood obesity rate. Currently, True Drinks products can be purchased in many of the stores that are supporting Mrs. Obama’s cause, including Walmart, Rite Aid, Safeway and Babies’R’Us.”

Many companies have come out publicly in support of the First Lady’s health initiative, and True Drinks is looking to capitalize on that support. The company’s Aquaball drinks, which are naturally flavored and vitamin-enhanced, as well as calorie- and sugar-free, are blazened with characters from both Disney movies and superheroes from Marvel Comics, which is owned by Disney. The Aquaball drinks are currently available in orange, grape and fruit punch, with a berry flavor set for release later this year. They are available in drug stores and mass-merchandise retailers nationwide.


Like this story? Find us on Facebook for more insight, analysis and the latest in drug store news. Join the conversation.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

CENTER STORE

Frito-Lay Beer-Battered Onion Rings potato chips hit shelves

BY Jason Owen

PLANO, Texas — Ruffles, PepsiCo’s Frito-Lay division brand, is bringing the tailgate party right to the house with the introduction of Ruffles Max Beer-Battered Onion Rings flavored potato chips, the company announced today.

Onion Rings, the widely popular bar food, second only to the ubiquitous French Fry, according to CNN’s "Eatocracy" food blog, has gained a notable following recently, especially among men.

"Guys live for those moments when they’re hanging out together at a bar, diner or tailgate party trading epic stories and munching on their favorite snacks," explained Tony Matta, VP marketing of Frito-Lay North America. "Onion rings are one of those staple guy-get-together foods. We wanted to incorporate that flavor for guys to share for any impromptu gathering — just grab a bag off the shelf and throw a party with your crew."

The Ruffles brand is going all out for guys as the calendar shifts from the quiet of winter to the party atmosphere of spring. College basketball is at its apex. Spring Break trips are under way, and celebrations of St. Patty’s Day are upon us. Ruffles MAX beer-battered onion ring-flavored potato chips offer a new snack experience.

Ruffles originally introduced onion-ring flavored potato chips in late 2011 in limited distribution, but Ruffles MAX beer-battered onion rings now fall under the brand’s MAX line, which includes flavors inspired by real foods. The snack is available for a limited-time nationwide where Ruffles chips are sold.

Ruffles MAX beer-battered onion rings are offered in two sizes: a 2.5-oz. bag for a suggested retail price of $1.49; and an 8-oz. bag for a suggested retail price of $4.29.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES