Following its launch in multiples and forecourts last year, Monster Energy is bringing its Monster Ultra range to convenience stores.

Ultra Zero White PMPThe Monster Ultra range is available in three flavours: Ultra White, Ultra Sunrise and Ultra Red.

Monster Energy Ultra White is available in a £1.19 price-marked pack to appeal to the 43% of shoppers who say they are more likely to try new lines if they come in a PMP.

The range was launched in the USA last year where it became the second bestselling Monster flavour.

Caroline Cater, operational marketing director at Coca-Cola Enterprises, which owns Monster Energy, said the brand is looking to work with retailers to replicate its performance here.

“Customers who have launched Monster Energy Ultra so far have seen a 50% growth in Monster sales on average,” she added.

The launch of the new Monster Ultra range follows a range of innovations from the Monster Energy brand including the launch of multipacks formats and resealable cans.