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