Coca-Cola Enterprises is powering up the energy drinks market by launching two new products under its Monster Energy brand.
Monster Assault is designed to provide greater variety. It combines a blend of refreshing soda and Monster’s trademark energy recipe and is being introduced to the UK following successful activation across Europe.
Monster Energy ‘The Doctor’ is a special edition citrus flavoured drink, celebrating Monster’s ongoing relationship with the MotoGP series. ‘The Doctor’ echoes the nickname of motorsports legend, Valentino Rossi.
The introduction of the new products follow the continued growth of Monster Energy. Sales rose 17% in the last year – more than twice the rate of growth experienced by the total energy drinks sector.
“The new products help retailers to offer further choice to consumers, reinforced by the existing popularity of the Monster Energy brand,” said Caroline Cater, CCE operational marketing director. “We are confident the new variants will play a key role in the brand’s continued sales growth.”