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Monster and Lewis Hamilton are teaming up to drive sales among sport fans by releasing a brand new line, named Monster LH44.
The British Formula One racing driver has previously worked with Monster on competitions and on-pack promotions, but this activity marks the first time the brand has partnered with him on a product.
Convenience retailers can stock the black grape flavour from mid-April in price-marked packs and non-PMPs.
The line won't be zero sugar, but it will be under the expected taxation bracket for the soft drinks levy.
In a statement on the Monster website, Hamilton is quoted as saying: "Monster Energy is such a cool brand. They are involved in so many great sports that I watch as a fan and participate in during my own spare time. It’s also a really exciting opportunity for me to meet and collaborate with other Monster athletes I admire. There are exciting times ahead."
The brand is also giving shoppers the chance to win a day on the track with Hamilton in a competition that will run for three months from April 1.
Retailers can promote the competition in store with PoS.
Coca-Cola European Partners also announced the launch of Coca-Cola Zero Sugar Vanilla, which is available next month in 330ml cans, as well as 500ml and 1.75l bottles.
It has also reformulated its Cherry flavour to the new Coca-Cola Zero Sugar recipe.
Meanwhile, Diet Coke has teamed up with Holly Willoughby for a new ‘get the gang back together’ campaign, which will give customers the chance to win a weekend away.
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