Red Bull Editions Shine in IRI New Product Pacesetter Report

Red-Bull-Red-Edition-Cranberry-Can-US-closedYesterday, IRI, a Chicago-based market research firm, unveiled its annual New Product Pacesetters report, which analyzes first-year sales of CPG products in measured channels. Among non-alcoholic beverages, only Red Bull’s Editions line was featured in IRI’s lists for the top 10 new product launches in multi-outlet retailers and convenience stores.

With multi-outlet dollar sales of $143.2 million, Kraft Foods’ Lunchables Uploaded, a line extension of the well-known meal kits, stood atop the list of new food and beverage products,  Red Bull Editions, the brand’s line of flavored energy drinks, came in at number seven with $83 million in sales. The line was one of three beverage products on the list; Anheuser-Busch’s Bud Light Lime Straw-Ber-Rita ($128.6 million) and MillerCoors’ REDD’s Apple Ale ($75.1 million) represented the number two and nine slots, respectively.

Red Bull Editions was an even bigger winner in the convenience store channel, where the products racked up $238.9 million in year-one dollar sales, according to IRI. The products beat out sales of all other first-year beverages (including alcoholic products) and edged out fast-growing e-cigarette brand Blu, which came in at number two on IRI list of top 10 new brands in convenience stores. Other energy drink launches that made the list: Mountain Dew Kickstart (number five, $120.7 million), Rockstar Pure Zero (number seven, $72.6 million) and Muscle Monster (number nine, $55.4 million).