Monster adds Nitro Blue Flash to its Additions range

• Monster Nitro Blue Flash is the latest joiner of its Additions range, which has delivered more than £55.1m over the last year^[2]
• Latest NPD builds on a strong 12 months, which has seen Monster add £143m to its retail value and continue to deliver 11.8% volume growth^[3]
• Coca-Cola Europacific Partners (CCEP) has announced the latest flavour to join its popular Additions range with a new blueberry variant, Monster Nitro Blue Flash.

Full-on flavour!

Monster Nitro Blue Flash combines the powerful Monster Energy blend with a light blueberry flavour, delivering a buzz that taps into the continued demand for full flavoured energy drinks. It builds on the success of the Nitro Range, which first rolled into store in August 2024 and is now worth £8.7m^[4].

Rolling out nationwide from Early August, Monster Nitro Blue Flash will be available in 500ml single cans. The striking can design features the signature Monster claw emblazoned on an electrifying blue background, guaranteed to deliver maximum stand-out on shelf to help drive sales.

Convenience retailers can request Monster Nitro Blue Flash POS materials and download digital assets via MyCCEP.com to help bring the launch to life in-store and online.

Monster growth

Monster is now worth more than £916m in value and is delivering greater value and volume growth than any other energy drink brand, with its innovation capturing more than half of all energy drinks innovation sales^[5].

The Monster Additions range – which includes its Reserve and Nitro variants, and special edition collaborations – is up 44% in value, adding £16.9m in sales over the past year^[6].

Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Flavour innovation continues to be a major driver of growth in energy drinks, and Monster remains at the forefront of that momentum. Nitro Blue Flash gives retailers another exciting way to keep shoppers engaged with the category, building on the success of our Nitro range and the wider Monster Additions portfolio.

“With a bold new flavour and eye-catching design, Nitro Blue Flash is designed to drive trial, encourage repeat purchase and help retailers maximise sales from one of the fastest-growing areas of soft drinks. Following the success of Monster Nitro Cosmic Peach, we’re confident this latest addition will keep shoppers coming back for more.”