Red Bull has announced the global launch of Red Bull Zero, a zero-sugar and zero-calorie version of its classic Red Bull Original energy drink, claimed to offer the same taste experience.

The launch responds to Appinio research showing that 75% of consumers consider health when they choose a soft drink, while Kantar data suggests taste is still the number one driver of purchase, highlighting the need for great-tasting sugar-free alternatives alongside full-sugar beverages.

Red Bull aims to cater to this demand by providing a sugar-free offering that still has the ‘distinct flavour’ and same energy boost provided by its consumer-favourite original.

The brand said that offering sugar-free options is key to building incrementality across the energy drink category with more users, consuming energy drinks more often and across more occasions. Red Bull Zero aims to expand on the brand’s efforts to drive this growth with a broader range of portfolio options, including sugar-free variants.

The new product is launching in a variety of single can sizes including 250ml, 335ml and 474ml, as well as multipacks.

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