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Red Bull to launch zero-calorie version

DBR Staff Writer Published 28 February 2012

Austria-based Red Bull is set to add a new variant Total Zero to its line of energy shot in the US in April 2012.

According to Red Bull, Total Zero boasts a zero calorie/carb/sugar formulation and a new twist on the classic Red Bull flavor.

The launch of zero-calorie formulation reflects a similar strategy to that of beverage companies including Coca-Cola, with Coke Zero, and Monster, with Monster Absolutely Zero. The packaging of the new drink features silver and grey colors with a yellow band across the top.

Red Bull Total Zero will be available in different sizes including 8.4oz can,12oz and 16oz at a price of $2.19, $2.99 and $3.79 respectively. The drink will also come in an 8.4oz four-pack.

Red Bull expects Total Zero to 'further drive incremental sales for the brand and further invigorate the energy drink category with a premium new offering', Beverage Network reported.

Last year, the company has dropped its two most recent line extensions, Red Bull Cola and Red Bull Energy Shot.

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