Red Bull expands sugar-free portfolio with launch of Red Bull Zero

Red Bull has unveiled Red Bull Zero, a zero-sugar, zero-calorie version of its flagship Red Bull Original energy drink, designed to deliver the same flavour and functionality as the classic variant.

The global launch reflects Red Bull’s continued focus on portfolio diversification and growing consumer demand for health-conscious beverage options. According to research from Appinio, 75% of consumers consider health factors when selecting a soft drink, while Kantar data shows that taste remains the top purchase driver — underscoring the importance of delivering great-tasting sugar-free alternatives.

Red Bull Zero aims to provide consumers with the brand’s distinct energy boost and familiar taste, without sugar, supporting Red Bull’s strategy to expand the sugar-free segment within the wider energy drinks category.

The brand said the introduction of Red Bull Zero is intended to drive category incrementality, attracting new shoppers while encouraging existing consumers to purchase across more occasions.

The new variant will be available in a range of formats, including 250ml, 335ml and 474ml single cans, as well as multipacks, to suit various consumption occasions and retail environments.

The launch builds on Red Bull’s ongoing commitment to offer choice and variety within its global energy drinks lineup, following the success of its Sugarfree range and flavoured Editions portfolio.