Coca-Cola European Partners (CCEP) has expanded its Monster Energy portfolio with new additions to its Core, Ultra and Juiced ranges.
The drinks firm said the Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch variants will help retailers tap into growing demand for flavour innovation in the energy sector.
The range expansion follows a record 12 months which saw Monster add over £45 million to its retail value. Now worth £287m, Monster has delivered more than half of the sector’s £135.4m growth over the last two years in Britain [Nielsen].
“We know there’s big demand in the market for new and exciting flavours, including in the low calorie energy segment,” commented Simon Harrison, vice president for commercial development at CCEP GB.
“We’re confident that our latest launches, supported by impactful marketing campaigns that the Monster brand is known for, will appeal to new and existing energy drinkers and will drive sustained growth throughout this year.”
An energy twist on the famous Moscow Mule cocktail, Monster Mule is the first ginger-flavoured energy drink in Britain. The new 500ml variant contains 32mg of caffeine per 100ml and delivers a satisfying taste of spicy ginger with a hint of lime.
Available from January, the ginger brew joins some of Monster’s most popular core variants including Monster Green, the biggest SKU in the Monster line-up.
Monster Ultra Fiesta blends a juicy mango flavour with the renowned Monster energy blend, giving consumers a delicious energy boost with no calories and no sugar. Available from January, the light and refreshing tropical variant from the number one zero-sugar energy range in Britain, will help retailers tap into consumer demand for zero calorie options.
Bringing together a mix of peach and nectarine, Monster Juiced Monarch combines real fruit juice with Monster’s unique energy blend. Named after the Monarch butterfly and available from February, the new variant comes in eye-catching packaging with street culture-inspired butterfly designs.
Convenience retailers will be able to choose between plain and price-marked 500ml packs of all three variants. They will also be available in four-packs later this year, joined by Monster Pacific Punch, Monster Ultra Paradise and Monster Ultra Black, to help retailers cater for a variety of shopper missions and increased number of at home consumption occasions.
