Red Bull gets into soda category with organic line launch
The Austrian energy drink company launched in 1987 and has sold 6 billion cans of its energy drink, 2 billion of which sold in the US over its 31-year history.
“Red Bull saw the opportunity and need for a premium, organic soda line that would offer consumers a complementary product with the same quality ingredients and taste that the brand is known for,” the company said.
The company added it wants to position the drinks as a complement to meals, snacks, and social outings.
Launching April 2, 2018 in the two select US markets, the organic sodas will be available in simply cola and caffeine-free varieties of ginger ale, bitter lemon, and tonic water. Organics by Red Bull is also set to launch in Canada in early June.
As the only caffeinated beverage in the Organics by Red Bull line, simply cola contains 32mg of caffeine sourced from organic coffee beans, sugar from sugar beets, and caramel sugar syrup.
“Simply cola belongs to the Red Bull family, but is not an energy drink,” the company said.
According to Red Bull, the simply cola design was created when the company began the late 1980s but was “kept in a safe until the time was right” and in 2008, the kola nut-derived flavor was launched in Austria.
