Red Bull is expanding its sugar-free portfolio in the UK with the launch of the Red Bull Sugarfree Lilac Edition, a new grapefruit and blossom-flavoured variant developed in response to strong consumer interest in lighter, flavour-forward functional beverages.

The new edition builds on the growing demand for sugar-free energy drinks, particularly among consumers seeking functional performance without compromising on taste. According to Red Bull, extensive flavour testing and consumer research revealed that 75% of energy drink buyers would be likely to purchase an energy drink featuring grapefruit and blossom notes — insights that directly informed the development of the Lilac Edition.

The Red Bull Sugarfree Lilac Edition will debut across UK wholesale channels from 9 June, with a broader rollout to convenience and grocery retailers in July. The product will be available in 250ml, 335ml, and 473ml cans, as well as a 250ml four-pack, offering flexible formats to meet both on-the-go and multi-buy shopper needs.

The launch comes as the flavoured functional energy drink segment continues to expand rapidly. According to Kantar data, the category now caters to more than 12 million UK consumers. Kantar’s research also found that 18% of Red Bull Edition NPD shoppers were new to the functional energy drink market in the past year — underscoring Red Bull’s effectiveness in driving category penetration and attracting incremental buyers.

The Lilac Edition joins Red Bull’s existing sugar-free flavour lineup, reinforcing the brand’s strategy to offer variety and innovation in a competitive, fast-evolving energy drink sector. With its combination of refreshing flavour, zero sugar, and functional energy benefits, the Lilac Edition aims to appeal to both loyal Red Bull consumers and new entrants exploring the sugar-free energy space.