Red Bull launches Red Bull Zero, with no calories, sugar or carbohydrates

Nevin Barich

SANTA MONICA, California , May 8, 2012 (press release) – Zero Calories. Zero Carbs. Zero Sugar. The new Red Bull Total Zero is delivering the energy and wings of the original Red Bull Energy Drink, without the calories, sugar or carbohydrates.

As a natural extension of the product portfolio, Red Bull Total Zero is available nationwide in 8.4 oz, 12 oz and 16 oz sizes, plus in an 8.4 oz 4-pack.

Within the energy drink category, diet products are gaining more fans and there is demand by consumers who are becoming more health conscious. They are seeking out zero-calorie and zero carb drink options in addition to low sugar/sugar free choices. Red Bull Total Zero answers this need and will further invigorate the energy drink category with a premium new offering. With the reduced carb/calorie segment accounting for 31% of the All Channel U.S. Energy Drink market, Red Bull Total Zero is expected to further drive incremental sales for the brand and the category.

Red Bull was the first global energy drink brand to introduce a sugar free energy drink to the market in January 2003 and the zero carb, zero calorie space is part of the evolution of the #1 energy drink brand in the world.

The energy drink category and Red Bull have a bright future as the category is still in its infancy and is the fastest growing segment within the beverage category -- Mintel sees the energy drink category growing to 8.9 billion by 2016 (64.3% growth).

Red Bull Total Zero vitalizes the body and mind and is for anyone who is looking for an energy boost without calories, carbohydrates and sugar; and for consumers who love the Red Bull brand. Red Bull Total Zero improves performance, especially during times of increased stress or strain, increases concentration and improves reaction speed, and stimulates the metabolism. Red Bull is the number one choice for those who use energy drinks in sports, for fitness, at work, while driving and while studying.

Red Bull Total Zero is priced in line with Red Bull Energy Drink and Red Bull Sugarfree. An 8.4 oz can is $2.19, a 12 oz can is $2.99, a 16 oz can is $3.79 and the 8.4 oz 4-pack is $7.99.

For more information, please visit http://www.redbullusa.com/products.

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