Red Bull Editions unveils yellow, orange and cherry line extensions
While Monster has been cranking out new innovations at breathtaking speed in recent years, energy drinks market leader Red Bull has been more cautious. But its ‘editions’ range, launched in 2013, has been a bit hit, and will be expanded in February 2015 with new zero-calorie Yellow (tropical fruit), Orange and Cherry variants with 114mg caffeine per 12oz can.
According to Wells Fargo, Red Bull's volumes were up 6.8% in the 12 weeks to September 27 in US XAOC channels.
