For years, American fans of Red Bull energy drink had one choice when it came to flavor: the beverage’s distinctive sharp-edged tang.

But the company, which has U.S. headquarters in Santa Monica, broke with that tradition last week when it released three new flavors: cranberry, lime and blueberry, a first in its 15-year history in the United States. The flavors were already selling internationally.

Executives at Red Bull GmbH in Fuschl-am-See, Austria, felt the drink’s strong bite might be stopping people from enjoying it more often, so it brought out the fruity flavors under the label Editions.

“With energy drinks, taste can be a barrier to purchase,” said Patrice Radden, a spokeswoman at the Santa Monica office. “We are confident the Red Bull Editions will change that.”

Red Bull has more than 40 percent of the U.S. market for energy drinks. Mintel, a market research firm in London, calls energy drinks the fastest growing segment in the beverage industry. However, one industry analyst said growth has slowed.

Jonas Feliciano, a nonalcoholic drinks expert at Euromonitor International in London wrote last year that the slowdown could be attributed to “lack of innovation” on the part of industry leader Red Bull.

Radden said that she expects the introduction of new tastes in the United States will turn that around.

“We see the opportunity to further grow with flavored energy drinks,” she said.

– Funmi Akinyode