MONSTER STARTS THE YEAR WITH NEW ZERO SUGAR VARIANT AND CAMPAIGN FOR MONSTER ULTRA RANGE

• Latest activity follows a record 12 months which saw Monster add more than £103m to its retail value, becoming No.1 contributor to overall soft drink category growth^[1] 

Coca-Cola Europacific Partners (CCEP) is planning another knockout year for Monster in 2022, kicking off with the launch of Monster Ultra Watermelon and an exciting new snowsport-themed promotion for the Monster Ultra range.

Monster Ultra is the No.1 zero sugar energy drinks range in GB and is in 57% growth^[2]. The new variant and campaign activity are designed to fuel continued momentum behind the Monster brand and the wider energy drinks sector. Now worth £1.4bn[3] in GB, the sector has benefited from Monster’s record £103m value growth over the last year, which is 25% more than the nearest branded competitor[4] and delivering the most value growth to overall soft drinks growth[5].

Monster Ultra Watermelon

Rolling out from the beginning of February, Monster Ultra Watermelon combines a juicy watermelon flavour with the renowned Monster energy blend, giving consumers a delicious, refreshing energy boost with no calories and no sugar.  

Monster Ultra Watermelon will be available in four-can multipacks, to capitalise on the continued popularity of the home-based energy drink occasions that accelerated during the pandemic, and that have boosted demand for larger pack formats ever since[6].

Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “Two thirds of CCEP’s volume sales now come from low and no sugar variants – that’s 40% more than 10 years ago[7]. The 7-strong Monster Ultra range is playing a big part in our low sugar success story and continues to grow at a rate of more than 57%[8].

“We know there’s big demand in the market for new and exciting flavours, especially in the low-calorie energy drinks segment. But it’s important to note that we will continue to offer choice across the whole Monster portfolio – and we recommend that our customers do the same. That’s why we’ve also invested in our core range recently, with the launch of a refreshed Monster Assault, which has a full-on flavour and a great-looking camo print can for maximum impact on-shelf.

“We’re confident that our latest launches will appeal to new and existing energy drinkers for a variety of occasions, and will drive sustained growth for the Monster brand throughout this year.” 

Monster Ultra snowsport promotion

To support the Monster Ultra range throughout quarter one and tap into energy drinkers’ thirst for thrills, Monster is also offering Ultra fans the chance to win an immersive money-can’t-buy snowsport experience with a new promotion.

The lucky winner will enjoy three days of skiing or snowboarding in Crans-Montana, Switzerland, with accommodation, lift pass and equipment rental, and exclusive Monster Energy hospitality perks – as well as a meet-and-greet with some high-profile Monster athletes.

Retailers who want to drive excitement in-store with high-impact snowsport-themed POS materials, should visit and request kits from My.CCEP.com. Consumers have until 21^st March to enter online at MonsterEnergy.com/Snow_GB.

*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 (Total Coverage) Value MAT total GB to 11.09.21

[2] Nielsen (Total Coverage) Value MAT total GB to 11.09.21

[3] Nielsen (Total Coverage) Value MAT total GB to 11.09.21

[4] Nielsen (Total Coverage) Value MAT total GB to 11.09.21

[5] Nielsen (Total Coverage) Value MAT total GB to 11.09.21

[6] Nielsen (Total Coverage) Value MAT total GB to 11.09.21

[7] 2020 This is Forward Status Summary data period FY 2020 – 67%.  

[8] Nielsen (Total Coverage) Value MAT total GB to 19.06.21