• Product: Monster Lando Norris Zero Sugar
• Supplier: Coca-Cola Europacific Partners
• RRP: TBC
• Available: june

Monster has partnered with British formula 1 front runner, Lando Norris, to launch Monster Lando Norris Zero Sugar energy drink.

The latest launch follows the continued success of Monster’s zero sugar range, which includes Monster Ultra, up 18% in value sales over the last year.

Monster Lando Norris Zero Sugar combines Monster Energy blend with a refreshing Melon Yuzu flavour, which, according to  Coca-Cola Europacific Partners (CCEP), is “unlike anything else in the energy drink market”. It will be available from June in plain and PMP 500ml cans, and plain 4x500ml multipacks.

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The ‘one of a kind’ flavour is designed to help retailers connect with Gen Z energy drinkers, seeking innovative flavour profiles. The striking can design, which has Norris’ name emblazoned across the top, celebrates “Last Lap Lando” – playing on Norris’ fearless, late-race attacks and heroics – and is guaranteed to deliver maximum stand-out on shelf, the supplier added. Convenience retailers can request Monster Lando Norris Zero Sugar POS materials and download digital assets via My.CCEP.com.

Helen Kerr, associate director of commercial development at Coca-Cola Europacific Partners GB, said: “Monster isn’t just a drink – it’s a lifestyle embraced by the athletes, sports teams and passionate fans who live life at full throttle. The launch of Lando Norris Zero Sugar underscores our commitment to offering retailers bold, high-impact choices that harness the adrenaline and global energy of top-level sport.

“Monster is already driving the growth of the zero-sugar energy segment, which has seen an impressive growth in value sales over the last year. With a unique flavour profile and the star power of one of Formula 1’s most exciting personalities, we’re confident this launch will give retailers a powerful new asset to excite shoppers and accelerate their energy drinks sales.”

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