NPD AND MEDIA
PICKS OF THE WEEK SPECIAL – MONSTER TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM
A MONSTER START TO THE YEAR ENERGY BRAND MONSTER IS OFFERING A BOOST TO LOCAL RETAILERS WITH THE LAUNCH OF THREE NEW VARIANTS.
Coca-Cola
European
Partners
(CCEP)
is
Simon Harrison, Vice President, Commercial
expanding its Monster range with three new
Development at Coca-Cola European Partners
additions: Monster Mule, Monster Ultra Fiesta
GB, said: “72% of energy sector growth over
and Monster Juiced Monarch.
the last year has come from new products
The new lines have been created to help
[Nielsen, Dec 2020]. Much of this is thanks to the
retailers tap into growing demand for flavour
huge success of Monster’s new variants which
innovation in the energy sector and build on
contributed to over half of this.”
momentum behind the Monster brand after “a hugely successful year”.
“We know there’s big demand in the market for new and exciting flavours, including in the
Monster is now worth £287m and has
low calorie energy segment. We’re confident
delivered more than half of the sector’s £135.4m
that our latest launches, supported by impactful
growth over the last two years in Great Britain
marketing campaigns that the Monster brand
[Nielsen, Sep 2020].
is known for, will appeal to new and existing
Q Monster Mule – an energy twist on the famous
energy drinkers and will drive sustained growth
Moscow Mule cocktail, with the taste of spicy ginger with a hint of lime. CCEP says it’s the country’s first ginger-flavoured energy drink.
throughout this year.” Convenience retailers will be able to choose between plain and price-marked 500ml packs of
Q Monster Ultra Fiesta – a zero sugar, zero
Monster Mule, Monster Ultra Fiesta and Monster
calories combo of juicy mango flavour with
Juiced Monarch for their shoppers to enjoy on-
the renowned Monster energy blend.
the-go.
Q Monster Juiced Monarch – a mix of peach
All three new variants will also be available in
and nectarine, it combines real fruit juice with
four-packs later this year, and will be joined by
Monster’s unique energy blend and is named
Monster Pacific Punch, Monster Ultra Paradise
after the Monarch butterfly.
and Monster Ultra Black.
WEDNESDAY 20TH JANUARY 2021 / ISSUE 39 / SLRMAG.CO.UK / 27
