Coca-Cola Europacific Partners (CCEP) is turning up the flavour in the energy drinks aisle with Relentless White Citrus – a zesty innovation designed to excite tastebuds and drive sales.
Relentless innovation
The energy drinks category is worth more than £2.4bn in retail[1], and flavoured energy continues to be a key category driver, now worth £1.3bn in GB and growing at 18.1% over the past year[2].
Relentless is the number one energy drinks brand in the affordable energy[3] sub-category – driven by a strong core range and a focus on innovation. Its entire line-up is low sugar and HFSS-compliant.
Consumers, in particular young adults, are on the lookout for flavour innovation in energy, with recent research showing that 74% of this demographic want new and exotic flavours[4].
Bold White Citrus flavour
Rolling out from early March, Relentless White Citrus comes in a striking opaque white can with the recognisable Relentless ‘R’ motif in the centre, in plain and price-marked* 500ml packs for shoppers to enjoy on-the-go.
White Citrus builds on citrus being the no.1 flavour profile in energy drinks[5], and follows the success of Relentless Guava, which launched last year and has already delivered over £2.3m in value sales[6].
The full Relentless line-up, including Relentless White Citrus, is available in a £1 PMP*, including Relentless Origin, Cherry, Guava and White Citrus.
Marketing Support
The launch will be supported by influencer and ambassador partnerships, in-store sampling and brand takeovers at key music and cultural events – building on the brand’s longstanding association with the music scene.
Convenience retailers can also drive excitement in-store with Relentless White Citrus POS materials and digital downloads, available from MyCCEP.com.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “The energy drinks category continues to boom and is now worth more than £2.4bn in GB[7] and growing, with innovation key to driving this momentum. Relentless White Citrus is the latest innovation from the number one affordable energy drinks brand[8], and we’re backing it with real confidence. When we launched Relentless Guava last year, it delivered over £2.4m[9] in its first year – and we anticipate White Citrus to be just as much a hit with consumers too.
“With 67% of energy drinkers preferring chilled products[10], we’re encouraging retailers to give White Citrus prominent chiller space and use our POS materials to maximise visibility at launch.”
1 Nielsen GB, Grocery, L52wks to 04.10.25
2 Nielsen GB, Total Coverage, L52wks to 27.12
3 NIQ, Total Coverage, Value Sales, MAT to 24.01.26
4 Innova 2024 European Taste Trends
5 Innova 2024 European Taste Trends
6 Nielsen GB, Grocery, L52wks to 04.10.25
7 NIQ, Total Coverage, Value Sales, MAT to 24.01.26
8 NIQ, Total Coverage, Value Sales, MAT to 24.01.26
9 Nielsen GB, Grocery, L52wks to 04.10.25
10 Toluna Energy Drinks Usage & Awareness Study 2025
*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.
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