Red Bull ploughs £1.5m into sugarfree campaign

By Matthew Moggridge

- Last updated on GMT

Related tags Nutrition Food and drink Alcoholic beverage

Red Bull Sugarfree: only eight calories
Red Bull Sugarfree: only eight calories
Red Bull have ploughed £1.5 million into a promotional campaign for its Sugarfree variant as it looks to drive awareness of the product's low calorific value among calorie-conscious customers in the on-trade.

Diet drinks are in value and volume growth in the on-trade and limiting sugar is the third highest concern for consumers when making healthy food and drink choices, according to Nielsen’s 2011 Homescan Survey.

Research conducted by Crowd DNA revealed that 54 per cent of consumers wish pubs and bars would offer more sugarfree diet drinks.

Red Bull said the brand is making a significant investment in its Sugarfree variant to help educate consumers on the functional benefits of the product because consumers across the country will be looking to cut down on calories after Christmas.

Red Bull Sugarfree was launched in 2003 and contains just 8 calories per can.

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