News

A MONSTER START TO THE YEAR WITH TRIO OF NEW VARIANTS

Monster NPD 900x550px

CCEP

19/01/2021

A MONSTER START TO THE YEAR WITH TRIO OF NEW VARIANTS

  • Coca-Cola European Partners has expanded its Monster Energy portfolio with new additions to its Core, Ultra and Juiced ranges
  • Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch will help retailers tap into growing demand for flavour innovation in the energy sector
  • Range expansion follows a record 12 months which saw Monster add over £45m to its retail value[1]

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 variants are designed to maintain momentum behind the Monster brand after a hugely successful year – and in doing so, fuel the continued growth of the energy drinks sector. Now worth £287m[2], Monster has delivered more than half of the sector’s £135.4m growth over the last two years in GB[3].

 

NPD Driving Energy Sector Growth

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[4]. Much of this is thanks to the huge success of Monster’s new variants which contributed to over half of this[5].”

“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.”

 

Monster Mule

An energy twist on the famous Moscow Mule cocktail, Monster Mule is the latest addition to the core Monster Energy range, and the first ginger-flavoured energy drink in GB. The new 500ml variant contains 32mg of caffeine per 100ml and delivers a satisfying taste of spicy ginger with a hint of lime.

Available from January, the ginger brew joins some of Monster’s most popular core variants including Monster Green, the biggest SKU in the Monster line-up[6].

 

Monster Ultra Fiesta

Monster Ultra Fiesta blends a juicy mango flavour with the renowned Monster energy blend, giving consumers a delicious energy boost with no calories and no sugar.

Available from January, the light and refreshing tropical variant from the number one zero-sugar energy range in GB[7], will help retailers tap into consumer demand for zero calorie options.

 

Monster Juiced Monarch

Bringing together a mix of peach and nectarine, Monster Juiced Monarch combines real fruit juice with Monster’s unique energy blend. Named after the Monarch butterfly and available from February, the new variant comes in eye-catching packaging with street culture-inspired butterfly designs.

The great-tasting Monster Juiced range is worth £92m[8] and is in 44% growth[9]. The range includes Mango Loco, the biggest flavoured Monster variant in GB[10], and Monster Pacific Punch, which was launched in 2020.

 

Price-Mark Pack & Multipack Formats

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 on-the-go.

Following 46% growth for CCEP’s energy multipacks in 2020[11] and to help retailers cater for a variety of shopper missions and increased number of at home consumption occasions, 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.

*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 Home MAT Total Coverage inclu discounters  w.e. 05.09.20

[2] Nielsen Home MAT Total Coverage inclu discounters  w.e. 05.09.20

[3] Nielsen Home Total coverage incl discounters last two years to w/e 05/09/2020

[4] Nielsen Home MAT Total coverage value MAT: w/e 03.10.20

[5] Nielsen Home MAT Total coverage value MAT: w/e 03.10.20

[6] Nielsen Home MAT Total coverage value MAT: w/e 03.10.20

[7] Nielsen Home MAT Total Coverage inclu discounters  w.e. 05.09.20

[8] Nielsen Home MAT Total Coverage inclu discounters  w.e. 05.09.20

[9] Nielsen Home MAT Value Total Coverage inclu discounters  w.e. 05.09.20

[10] Nielsen Home MAT Total Coverage inclu discounters  w.e. 05.09.20

[11] Nielsen Home MAT Value Total Coverage inclu discounters  w.e. 05.09.20