Red Bull is expanding its portfolio of flavoured energy drinks with the launch of Summer Edition White Peach, rolling out from 2 March across multiple UK retail channels.
The launch forms part of Red Bull’s ongoing flavour innovation strategy, which continues to drive growth within its Editions range and attract new consumers into the energy drinks category.
Arriving amid record demand for flavoured energy drinks, the new variant aims to build on the success of previous seasonal releases such as Curuba Elderflower (2024), Juneberry (2023), Strawberry Apricot (2022) and Dragon Fruit (2021).
Market insight from the brand highlights the importance of flavour innovation as a key entry point for new shoppers, particularly among younger demographics. Early consumer testing of the White Peach Edition has indicated strong purchase intent, with respondents describing the drink as “refreshing,” “premium,” and “unique.”
The new flavour profile combines notes of white peach and citrus peel, delivering a smooth, floral finish accented by hints of ambrette.
Red Bull Summer Edition White Peach will be available in multiple formats to cater to a range of consumption occasions and price points:
250ml can – RRP £1.70
355ml Sugarfree can – RRP £2.10
250ml four-pack – RRP £5.40
Red Bull said the latest addition is expected to continue driving category penetration and incremental growth for retailers by broadening the appeal of its energy drink portfolio.
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