Coca-Cola Europacific Partners (CCEP) has announced a February launch for a new zero-sugar Monster energy drink launch, Monster Ultra Watermelon.
According to the supplier, Monster Ultra is the UK’s number-one zero-sugar energy drinks range, and is currently in 57% growth. Overall, the Monster brand saw £103m in growth last year, which CCEP says is 25% more than the nearest branded competitor. It also delivered the most value growth to the overall soft drinks category.
Monster Ultra Watermelon will be available in plain and price-marked 500ml cans as well as four-can multipacks.
Martin Attock, vice president of commercial development at Coca-Cola Europacific Partners GB, said: “Two thirds of CCEP’s volume sales now come from low- and no-sugar variants – that’s 40% more than 10 years ago.
“We know there’s big demand in the market for new and exciting flavours, especially in the low-calorie energy drinks segment. But it’s important to note that we will continue to offer choice across the whole Monster portfolio – and we recommend that our customers do the same. That’s why we’ve also invested in our core range recently, with the launch of a refreshed Monster Assault, which has a full-on flavour and a great-looking camo print can for maximum impact on-shelf.
To support the new launch alongside the wider Monster Ultra range, Monster is offering shoppers the chance to win a snowsport experience with a new promotion.
Running until 21 March, the promotion will give one winner three days of skiing or snowboarding in Crans-Montana, Switzerland, with accommodation, lift pass and equipment rental, as well as a meet-and-greet with Monster-affiliated athletes.
To drive interest in the promotion, retailers can request themed PoS materials from my.ccep.com.
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