Red Bull has bolstered its position in the sports and energy drink market with the debut of its 2024 summer edition, Curuba Elderflower.
The latest energy beverage combines the taste of curuba, a fruit commonly referred to as banana passionfruit and indigenous to South America, with hints of elderflower, melon, and pineapple.
According to market research platform Appinio, flavors are a crucial factor driving growth in the energy drink category. Their findings reveal that 85% of consumers are keen on exploring “new and unconventional flavors” in energy drinks.
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This year’s summer edition, Curuba Elderflower, follows in the footsteps of last year’s Red Bull Juneberry variant and the strawberry-apricot flavor introduced in 2022. The energy drink giant has confirmed that Juneberry, hailed as its most successful new product development (NPD), is now a permanent fixture in its portfolio.
The latest edition will hit shelves nationwide in the UK starting March 11, offering a range of pack sizes as well as a sugar-free option.
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