Energy drink giant Red Bull believes that product localisation and development of the premium segment are logical next steps for the market in Asia Pacific, even as its original formulation continues to dominate sales.
A clearly humorous, fantastical tone – and a lack of overt reference to a health benefit – helped a Red Bull advertising campaign stay on the right side of health claims advertising regulations, according to the UK’s watchdog.
Back in 2011/12, nerves were getting very frayed at Hiball Energy, which was doing a steady trade in upmarket energy drinks in elegant glass bottles, but “losing more and more money”, recalls founder Todd Berardi. In May 2012 he switched to aluminum cans,...
Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against established brands such as Red Bull and Coca-Cola without some kind of ‘silo vertical’ protection is fruitless.
Red Bull: 'All future claims will be medically and/or scientifically supported'
Red Bull has agreed to pay $13m to resolve a class action lawsuit accusing it of falsely advertising its energy drinks as providing functional benefits above and beyond what might be obtained from “a simple cup of coffee or a caffeine pill”.
Testing the consumer liking of a new product may be an overrated idea that ‘breeds mediocrity’ and means products fail to differentiate themselves against the competition, according to David Howlett of MMR Research.
The energy drinks market has become more segmented in recent years, but relentlessly negative PR, a flurry of lawsuits and an FDA-probe have not dampened consumers’ enthusiasm for the original caffeine-fuelled formulas, says one beverage industry veteran.
Monster Energy CEO Rodney Sacks says rivals 5-Hour Energy and Rockstar are just ‘treading water’ in sales terms while his brand is outstripping fierce rival Red Bull, which he hints caters more for yuppies.
Red Bull is planning to roll out its best-selling energy drink in China after gaining the necessary permissions, and is building an office in Shanghai, a spokesperson told FoodNavigator-USA. The news was initially reported in Austrian newspaper Kronen...
FDA UNAWARE OF DANGER OF 'CUMULATIVE' ENERGY INGREDIENT EFFECTS IN 2012
Red Bull has refused to pull a cartoon ad featuring the RMS Titanic that the chair of the ship's heritage trust says is 'despicable', arguing that the tragedy was 'so great that it has now made its way into our language' and stressing...
Red Bull insists it watches the Chinese market closely to guard against fakes after authorities arrested 13 people in August and seized thousands of counterfeit energy drinks, as an analyst warns the issue is a serious problem in 'virtually every...
‘Absolutely insane’ that Red Bull can trademark the word ‘Red’: brewery
The EU energy market is set to grow by €1bn by 2017 and much of that could come from ‘natural energy’, a sub-sector that has been boosted by recent health claim approvals, says Euromonitor International analyst, Diana Cowland.
Red Bull tells BeverageDaily.com that Austrian blackmailers have threatened to contaminate the firm’s drinks with faecal matter if they are not payed off, but insists the firm 'is not and never will be susceptible to blackmail'.
A recent slowdown in US energy drink growth rates could be due to the lack of innovation from brand leader Red Bull, as it fails to address the needs of ageing millennial consumers, one analyst suggests.
Over one and a half million cans of Red Bull have been stripped from western Indian shelves by a state level food regulator due to the caffeine content of products, according to our sister site FoodNavigator-Asia.com.
Simply filling a soft drink bearing a trademarked brand name does not itself violate an EU directive regarding use of that sign, according to the European Court of Justice (CJEU) in a high-profile ruling involving Red Bull.
Negative publicity concerning the possible adverse effects of energy drinks has only encouraged US energy drink growth in recent years, with consumers attracted by ‘edgy’ product positioning, but another formula is needed to boost growth.
While it might not be able to sustain its early “meteoric” growth rates, the energy shots market still has significant growth potential and can potentially target a far wider audience than energy drinks, market researchers have predicted.
The US energy drinks sector is continuing to generate ”quite remarkable” growth despite the depressing economic climate and high gas prices, according to the owner of Monster Energy drinks and Worx Energy shots.
Global energy drink leader Red Bull has taken a rare step back by withdrawing Red Bull Cola and Red Bull Energy Shots from the US market – but says it has no plans to withdraw the products from the other 20 markets where they are sold.
Yesterday a story on BeverageDaily.com and NutraIngredients.com implied that a recent European Court of Justice (ECJ) decision meant French authorities had the authority to remove Red Bull from the market if they had valid safety concerns.
Minute levels of bisphenol A detected in drink cans pose no health risk to consumers, said beverage companies and a leading industry body as they rejected calls from an environmental group to ban the chemical.
Australia’s most populous state, New South Wales (NSW), is considering a ban on high caffeine energy drinks in the Red Bull-led sector, after its Primary Industries minister, Ian McDonald, highlighted products loaded with up to 15 times recommended caffeine...
Decocainised coca leaf extract, which has been linked to the recent alleged discovery of traces of cocaine in some samples of Red Bull Simply Cola, will not face regulatory scrutiny regarding its wider use in formulations.