Coca-Cola European Partners (CCEP) is expanding its Monster range with three new varieties – Mule, Ultra Fiesta and Juiced Monarch.
The varieties are designed to tap into the demand for new flavours, especially in the low-calorie energy segment.
Mule is a twist on the Moscow Mule cocktail, and the first ginger-flavoured energy drink in Great Britain. The 500ml can contains 32mg of caffeine per 100ml, and joins the brand’s core range, including Green, which is the most popular variety.
Ultra Fiesta is a mango flavoured drink, containing zero calories and sugar, while Juice Monarch is a peach and nectarine flavoured option, available from February.
All three are available in standard and price-marked 500ml cans, and following the 46% growth across the suppliers multipacks in 2020, it will also come in four-packs later this year, joined by Pacific Punch, Ultra Paradise and Ultra Black.
With the brand worth £287m, Simon Harrison, vice president of commercial development at CCEP GB, said 72% of energy category growth over the past year has come from new products.
Moreover, Monster has accounted for more than half of the energy category’s growth over the past two years in Great Britain, driven by new flavour innovations.
“We know there’s big demand in the market for new flavours, including in the low-calorie energy segment. We’re confident that our latest launches, supported by marketing campaigns, will appeal to new and existing energy drinkers and will drive sustained growth throughout this year.”
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