Coca-Cola European Partners (CCEP) is expanding its popular Monster Energy Ultra range with the addition of Monster Energy Ultra Blue – a sparkling, citrus and berry, low calorie energy drink.

Available from the end of March, the new variant will help retailers to maximise on the demand for low calorie, flavoured energy drinks, which are in 59% value growth and the fastest growing segment in energy.[1] Monster Energy is one of the driving forces behind this growth, contributing 88.1% value sales to the flavoured low-calorie energy segment.[2]

The Monster Energy Ultra range is currently worth over £50m[3] and has grown by £15.8m in the past year,[4] highlighting consumer demand for an energy boost without the calories. Monster Energy Ultra Blue will be Soft Drinks Tax-exempt, available in a 500ml can and will launch in both a plain and Price-Marked-Pack (£1.25).

Then launch of Monster UItra Blue will be supported by POS material and off fixture display to help increase visibility in-store and drive sales for retailers.

Simon Harrison, Vice President, Commercial Development at Coca-Cola European Partners GB, said: “Last year was a landmark year for Monster as the brand reached a milestone of more than £200million[5] retail sales in GB thanks to a growing core range, innovative new flavours and impactful marketing campaigns. This year is set to be even bigger as we continue to innovate and evolve our portfolio in line with consumer demand.

“The launch of Monster Energy Ultra Blue follows on from the success of Monster Ultra Violet last year, which is the second best-performing variant in the five-strong range.[6] We’re confident that the new variant delivers on taste which is the main factor for those buying energy drinks[7], and will help attract new consumers to energy as well as appealing to our engaged core fan base.”

[1] Nielsen Total Coverage GB 03.11.18

[2] Nielsen Total Coverage GB 03.11.18

[3] Nielsen Total GB MAT 11/8/18

[4] Nielsen Total GB MAT 11/8/18

[5] Nielsen MAT Total Market w/e 05.09.18

[6] Nielsen Total GB MAT 11/8/18

[7] CCEP Energy Vision Project 2017

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