In April 2019, after "Yao Energy" was renamed Red Bull Anneji, it attracted attention in the functional beverage industry. Because it is the first beverage of Red Bull on the Chinese market, and it looks very similar to the "Red Bull Vitamin Functional Drink" sold in China for more than 20 years, consumers are even more unable to tell the difference, and has been hotly discussed by many media and experts.
Three years later, "Yao Energy" is about to change its name quietly again. It is revealed that Tens's Annegi team recently held several listing briefings, and Red Bull Annegi drink will be changed to "Red Bull Vitamin Taurine Drink". In fact, from the appearance, we can see that taurine has been printed in the product name, and each can contains 475 mg of taurine has always been one of Aneji's promotional points.
Not long ago, the "taurine effervescent tablets" incident in Shanghai attracted attention. Although many experts later popularized the science that taurine did not have the special functions in the previous merchant promotion, ordinary consumers' remaining knowledge gaps in taurine and their mysterious feeling about functional beverages still made this ingredient the starting point for some merchants to promote.
"Red Bull® Vitamin Taurine Beverage" can be traced back to May 2012, when a business representative who worked in Tiansi Singapore registered a brand culture company in Hong Kong. In March of this year, Xu Shubiao just passed away. After several moves, the company acquired the "Yao Energy" health food approval document (G20141197) and its company; on August 18, 2017, the product name was changed from "Yao Energy® Anneji Beverage" to "Red Bull® Anneji Beverage". After several renames and dressings, in May 2022, Red Bull® vitamin taurine drink was re-launched.
This time, not only has the name changed, but the content shown in the food label has also been greatly adjusted. According to the inquiry, the main active ingredients or iconic ingredients of Red Bull Anegie are: "Each 100mL contains: 3.2mg of total saponin, 190mg of taurine, caffeine 20mg, inositol 9.0mg, nicotinamide 4.0mg, pantothenic acid 1.7mg, and 0.4mg of vitamin B6". The iconic ingredients and content on the modified Red Bull® vitamin taurine beverage product packaging are: "Each 100mL contains: 2.5mg of total saponin, 150mg of taurine, 15mg of caffeine, 8mg of inositol, 3mg of nicotinamide, 1.5mg of pantothenic acid, 0.35mg of vitamin B6". By comparison, it can be found that the content of the iconic ingredients of Red Bull® vitamin taurine drink has been reduced one after another.
. In terms of specific formula, although Yao Energy drink imitates the "Red Bull Vitamin Functional Drink", the taste is very different from that of Chinese Red Bull due to the addition of American ginseng extracted ingredients. It disappeared just two years after it was launched in 2015. Although the new packaging reduces the American ginseng extract and has a stronger flavor, the tip of the tongue will still feel a little bitter after drinking it.
China Red Bull has remained unchanged for more than 20 years, creating a business legend. Tiansi Anneji Beverage has been renamed and adjusted severally. Although the market strategies of the two are different, for consumers, product effectiveness and safety are important factors for them to pay for.
At the end of the article, I would like to ask you, if you see two Red Bulls put together at the same time, can you tell which one is the genuine Red Bull? Are you most familiar with?
