Red Bull has unveiled its first limited Winter Edition variety.

From 1 October, Red Bull Winter Edition Spiced Pear will be available to convenience retailers, having launched in Sainsbury’s this month.

It will be available in 250ml (RRP £1.50), 250ml £1.45 price-marked and 355ml Sugarfree (RRP £1.80) varieties.

Innovation and new flavours are a proven opportunity to drive new shoppers into the category, the supplier said. Research shows that converting a further 24% of shoppers could deliver an additional 12 million and incremental sales of £483m.

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Additionally, Red Bull Editions sales have quadrupled in two years, with one in 10 Red Bull shoppers only buying Editions.

The launch aims to tap into the growing trend of flavoured energy drinks and reach more consumers.

Red Bull’s annual winter marketing campaign aims to drive awareness of the new festive flavour.

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