Simple approach for Red Bull

Red Bull announced plans this week for the launch of its Red Bull Simply Cola. The new all-natural cola has been in the pipeline for nearly 20 years, according to the energy drink producer. The formula includes both Kola nut and Coca leaf.

Red Bull’s founder, Dietrich Mateschitz, has reportedly had plans to create a natural, premium cola from the time he discovered the energy tonic behind the brand’s success. Red Bull Simply Cola, which has no secret formula, is being promoted as containing no preservatives, additives, phosphoric acid or artificial flavours or colours.
As the company’s managing director, Nigel Trood, explains: “For 20 years consumers in the UK have been using Red Bull Energy Drink when in need of a lift and we are now pleased to offer a premium and completely natural Cola for when in need of refreshment.”
The cola is being launched in the UK, Austria, Switzerland, Italy, Ireland, Russia and Las Vegas, with the UK roll out planned for mid-April. It will be available in 250ml cans in the on-trade (with an RRP of £1.99) and 355ml cans for the off-trade.
Referring to the launch, Trood comments: “It may have been unexpected, but we’re quite fond of surprising people”.
Red Bull Simply Cola comes soon after the introduction of Pepsi RAW in February this year. This all-natural, premium extension of the Pepsi brand was launched exclusively into the UK on-trade.

Clinton Cawood, 02/04/08