Red Bull is launching its four-product-strong Organics drink range into the UK and North American markets.
The quartet of carbonated organic energy drinks was given a limited release in Austria in spring 2017.
The new line is offered in Simply Cola, Ginger Ale, Bitter Lemon and Tonic Water variants, with a $2.39 price point in the US and a UK rrp of £1.29 (per 8.4oz/250mm can). The range is promoted as being “from 100% natural sources”.
Certified organic, in Europe cans display the EU organic logo (Red Bull points out that this means products must not contain artificial flavours, artificial colours, preservatives or additives such as phosphoric acid), and in the US the USDA Organics Seal features prominently.
Only the Simply Cola products is caffeinated, and comes from a coffee bean extract to comply with organic regulations.
Commenting on the launch in a blog post, UK-based organic and ethical products consultant, Simon Wright, said: “I am heartened by this launch, as clearly Red Bull’s research has indicated that a youthful demographic will respond positively to an organic proposition.”
He also picked up on the product’s prominent ‘natural’ positioning: “I am intrigued by the ingredients ‘from 100% natural sources’ statement. I wonder if guaranteed natural is actually a more motivating proposition than organic. I know from client research I have seen that natural has in the past been a very motivating claim. However now that the starting point of getting a supermarket listing is to be all natural maybe this is a way of going one step further.”