Coca-Cola Europacific Partners (CCEP) is bringing even more flavour and attitude to the energy drinks chiller with an exciting addition to its successful Monster Juiced range- Monster Juiced Bad Apple.
The Monster Juiced range is up 25 per cent in value, now worth over £244m in GB, fueling 29 per cent value growth in the flavoured energy sub-segment, led by Monster Juiced Mango Loco, the number one flavoured energy drink in GB worth a massive £79.7m.
Available from March 4 in plain and priced-marked cans, Monster Juiced Bad Apple combines the powerful Monster Energy blend with a crisp refreshing apple flavour that’s not too sweet, aiming to tap into the apple flavour’s popularity across adjacent categories including fruit juice and cider. The striking can design features an edgy female character grasping a Monster claw inscribed apple, guaranteed to deliver maximum stand-out on shelf.
Known among shoppers and retailers alike for its category-leading innovations, the Monster brand is now worth more than £613m and driving more value and volume growth than any other brand in the energy drinks category, which is now worth more than £1.96bn to retailers in GB.
Convenience retailers can request Monster Juiced Bad Apple POS materials and download digital assets via My.CCEP.com to help bring the launch to life in-store.
Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB, said: “More than half of energy drinks' innovation sales over the last year have come from Monster’s NPD – which has helped us grow our value sales by a massive £111m. And shoppers can’t get enough of our flavour-packed Monster Juiced range, which is up 25 per cent in value and growing ahead of the flavoured energy segment and the total energy category.
“Every year our Juiced launches are among the best performing NPDs, in terms of value sales, in energy drinks thanks to their big flavour profile that really pack a punch and we’re confident Bad Apple will be right up there. It’s one of our most daring launches yet and we can’t wait to see how retailers get behind it and bring the Monster attitude and culture to life in store.”
Bad Apple joins the eight strong Monster Juiced range which includes Mango Loco, Pipeline Punch, Aussie Lemonade, Khaotic, Pacific Punch, Monarch, Ripper and Mixxd Punch.
