About 1m cans will be handed out to consumers

About 1m cans will be handed out to consumers

Red Bull is to invest GBP2m (US$3.3m) in the launch of its second low-calorie energy drink in the UK.

Red Bull Zero Calories, which comes a decade after Red Bull Sugarfree, will be backed by an outdoor, print and digital marketing campaign, Red Bull said today (10 February). Marketing teams will also deliver 1m cans to consumers through direct trials across the country.

Red Bull Zero Calories is already available in the US and contains no sugar and no calories. Red Bull Sugarfree contains three calories.

Gavin Lissimore, Red Bull's head of category marketing, said: “This is a really exciting piece of activity for us to deliver against consumer health concerns but also to drive further penetration into the category, which, with the strength of the Red Bull brand, will add value to the category.”

Red Bull Zero Calories is available in the UK from this month and is priced similarly to Red Bull's other namesake options.