- Monster adds two new flavours – Monster Reserve White Pineapple and Monster Reserve Watermelon
- Monster Ultra Black also becomes available in a price-marked-pack nationwide
- New variants will maintain momentum behind the fastest growing energy drinks brand in GB[1]
Coca-Cola Europacific Partners (CCEP) is adding two new flavours to its Monster line-up as it looks to bring more excitement to the growing energy sector[2].
Rolling out from the end of September into 2023, the new variants will tap into the growing demand for flavoured energy drinks[3] and help continue Monster’s growth. Monster is no.1 deliverer of value growth in the GB soft drinks market, up 21.1% in value[4] and adding almost £80m in the past year alone[5].
Monster Reserve
The Monster traditional energy range will welcome two new variants – Monster Reserve White Pineapple and Monster Reserve Watermelon. Both are packed full of flavour, helping retailers to tap into the growing popularity of flavour variation in traditional energy drinks[6].
Out this month, Monster Reserve White Pineapple combines different flavour notes with an additional energy boost to create a smooth, easy drinking tropical taste and Monster Reserve Watermelon brings a powerful energy punch with the refreshing fruity flavour of a ripe watermelon and will begin to hit shelves early 2023.
Both variants are already performing well in the US, delivering sales worth $15m in the past six months[7].
Monster Ultra Black – Available in a price-marked pack
Part of the number one zero sugar energy soft drinks range in GB[8] which has grown by 22% in the last quarter[9], HFSS compliant Monster Ultra Black will now be available in a £1.39 price-marked can*.
Monster Ultra Black is a lighter-tasting zero sugar option with a crisp refreshing berry flavour that’s perfect for all occasions. The Monster Ultra range is now seven strong.
Pack formats and POS
Monster Reserve White Pineapple and Monster Reserve Watermelon will be available in 500ml plain packs and £1.49 price-marked packs (PMP)*.
Martin Attock, Vice President of Commercial Development at CCEP GB, said: “Innovation has been key to the unstoppable growth we’ve seen in energy drinks, helping the segment become more mainstream, in line with wider soft drinks.
“Monster has been key to this, and already this year we’ve launched six new variants, using insight to offer more flavours that we know consumers will love. Monster Reserve White Pineapple and Monster Reserve Watermelon have been incredibly popular in the US and we’re confident that they will prove just as popular with consumers in GB.
“All of our new great tasting variants will bring excitement to the energy fixture and help drive sales for retailers, offering new flavours – with and without sugar – alongside the impactful marketing and in-store activation that Monster is famous for.”
*The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.
[1] Nielsen Total GB incl dis MAT Val to 18.06.22
[2] Nielsen Total GB incl dis MAT Val to 18.06.22
[3] Nielsen T10 MEC markets to July YTD. Top 5 Energy Brands in each Market ?
[4] Nielsen Total GB incl dis MAT Val to 18.06.22
[5] Nielsen Total GB incl dis MAT Val to 18.06.22
[6] Nielsen T10 MEC markets to July YTD. Top 5 Energy Brands in each Market ?
[7] VIP Depletions 6months 10/1/21-3/14/22?
[8] Nielsen Total GB MAT to w/e 18.06.22
[9] Nielsen Total GB latest 13 weeks to w/e 18.06.22
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