Red Bull is set to launch Red Bull Total Zero in April, the company’s first line extension since the debut of its (now discontinued) energy shot in 2009.  Aiming to tap into the growing market of calorie-averse consumers, the new product boasts a zero calorie/carb/sugar formulation and a “new twist” on the classic Red Bull flavor, according to the company.

Though the company has long carried a sugar-free variety, Red Bull’s decision to launch a zero-calorie formulation mirrors a similar strategy to that of a number of beverage companies including Coca-Cola, with Coke Zero, and, more recently, energy drink rival Monster, which has found early success with Monster Absolutely Zero. Red Bull’s naming of the product also reflects a growing trend in beverage companies’ use of “zero” designations, including the recent debut of Honest Tea’s Honest Zero, SoBe’s LifeWater’s Zero Calorie line, and Steaz Zero Calorie Iced Teaz.