PRODUCTS 08

Red Bull’s next Summer Edition

JASPER HART

RED Bull has launched a Juneberry variety, the latest of its limited Summer Edition �lavours.

The supplier says the �lavour is reminiscent of dark cherries and mild blueberries. It performed well in consumer taste tests, seeing the highest purchase intent of any previous Summer Edition at 75%.

It is available in 250ml, 250ml price-marked pack, 255ml Sugarfree and 250ml Sugarfree four-pack formats. The launch comes as �lavours are driving energy drink growth, with 61% of functional energy consumed for �lavour, up from 40% in

2020. Red Bull’s previous Summer Edition launch, Apricot, was the supplier’s most successful new launch, contributing to 30% of Editions sales and 54% of Editions growth, with sales of 4.8 million packs.

A Red Bull spokesperson said: “Red Bull is the signpost to the category, therefore instrumental to the overall strong performance of �lavoured sports and energy drinks, outperforming total �lavoured sports and energy by four times.

“We also know shoppers love to explore new �lavours, so we are constantly innovating to add excitement to the category, which has not only helped us to drive sales,

Blu 2.0 vape kit now available

IMPERIAL Tobacco has launched its latest vape kit, Blu 2.0, into wholesale and convenience stores.

Blu 2.0 features an array of updates, including what the supplier describes as a smoother vape experience due to its ceramic heating pod technology, a longerlasting battery, and bigger 1.9ml volume e-liquid pods.

It also has a magnetic lock feature and ‘power tap’, which enables users to check the device’s battery level with a tap.

Each of its pod �lavours comes in 9mg/ml and 18mg/ml nicotine strengths. These include Golden Tobacco, Polar Menthol, Fresh Mint, Berry but also introduce new shoppers to the sector. This has led to Red Bull Editions quadrupling in value within the past two years, grow- ing 81% shoppers incrementally year on year and appealing to more females, with 62% of Editions spend by female buyers.”

Mix, Blueberry Ice and Fresh Mango �lavours. The device has an RRP of £9.99, and RRP £6.99 for a pack of two pods.

PepsiCo refreshes 7Up design

PEPSICO has updated the design of its 7Up range, the brand’s �irst in more than seven years, in line with its international positioning that adds moments of ‘Upliftment’ to the everyday.

The redesign follows PepsiCo’s mission to offer “light relief from the mundanities of daily life by bringing moments of Upliftment, positivity and surprise”, as noted by Mauro Porcini, SVP & chief design of�icer at PepsiCo.

With an aim to represent a design that better captures the brand, the design maintains 7Up’s signature green colouring, with added citrus tones and high-contrast lines.

Porcini added the redesign is meant to “portray a feeling of upward energy”.