A New Format for Energy
Red Bull is synonymous with one thing. The slim can. For decades, the format has been as much a part of the brand’s identity as the blue and silver colour scheme or the two charging bulls. A new design doing the rounds online, however, proposes a radical departure from the can: a squeezy tube.
The format is an ‘Energy Paste’. This moves the product out of the drinks category and into the territory of concentrated food products. It’s a space currently occupied by high-performance energy gels for cyclists and runners, or, at the other end of the scale, tomato purée. The tube is metal, with a small plastic screw-cap, implying it’s designed for multiple servings rather than the single-shot occasion of a can. It’s a strange idea.
The Yellow Edition
While the format is a complete invention, the branding and flavour are very familiar. The design uses the established Red Bull livery, adapting the stacked logo and colour blocks to the cylindrical tube. The name, ‘The Yellow Edition’, and the flavour, ‘Tropical’, are not new. They are lifted directly from one of the brand’s long-standing products.
The concept here isn’t about a new taste. It’s about a new delivery system. The mockup is a direct translation of an existing product into an entirely different state. The thinking seems to be focused on portability and convenience, removing the need for a large volume of liquid. It’s a classic flavour in a challenging new form.
What the real range looks like
The flavour itself is not an invention. Red Bull’s Yellow Edition has been the brand’s Tropical flavour variant in the UK for years. It sits within the established Editions range, alongside core variants like Red (Watermelon), Blue (Blueberry), White (Coconut & Berry), and Green (Cactus Fruit). This concept doesn’t propose a new flavour, just a new format for an existing one.
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Frequently asked questions
- What is Red Bull Energy Paste?
- It is a conceptual product idea that reimagines Red Bull’s Tropical flavour as a concentrated paste in a squeezy tube, rather than a carbonated drink in a can.
- What flavour is the real Red Bull Yellow Edition?
- The official Red Bull The Yellow Edition, which is sold in shops, has a Tropical flavour. The mockup uses this same established flavour for its concept.
- Is Red Bull Energy Paste a real product?
- No, this product is not real. It is a Snackfish — a fictional concept designed by the creative page UK Snack Attack. It is not made by Red Bull and is not available to buy anywhere.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI