News
Monster goes full throttle with new cosmic peach innovation
28/08/2024
- Monster Nitro Cosmic Peach is the latest joiner of its Additions range, which has delivered more than £38.5m over the last year[1]
- Available in £1.49 price-marked-pack nationwide
- Latest NPD builds on a strong 12 months, which has seen Monster add £108.5m[2] to its retail value and continue to deliver double-digit volume growth[3]
Coca-Cola Europacific Partners Great Britain Limited (CCEP) has announced the latest flavour to join its popular Additions range with a new peach variant, Monster Nitro Cosmic Peach.
Full-on flavour!
Monster Nitro Cosmic Peach combines the powerful Monster Energy blend with a light peach flavour that boasts notes of citrus, aiming to tap into the demand for full flavoured energy drinks[4]. It builds on the success of Monster Nitro Super Dry, which first rolled into store in May 2021 and is now worth £6.4m[5].
Rolling out nationwide from 26th August, Monster Nitro Cosmic Peach will be available in 500ml price-marked single cans*. The striking can design features the signature Monster claw emblazoned on a burning orange background, guaranteed to deliver maximum stand-out on shelf to help drive sales.
Convenience retailers can request Monster Nitro Cosmic Peach POS materials and download digital assets via My.CCEP.com to help bring the launch to life in-store and online.
The power of Price-Marked Packs
PMPs are growing in importance within independent and symbol convenience stores[6] as they deliver reassurance to shoppers that they are getting value for money. Research has also shown that young adults are 15% more likely to buy a product if it’s price-marked in convenience[7].
Launching exclusively as a price-marked-can, the new Monster Nitro Cosmic Peach can help recruit young adults into the growing energy category, and in turn drive rate of sale for retailers[8].
Monster growth
Monster is worth over £653.9m in GB[9], adding an extra £108.5m[10] worth of sales over the past year – continuing to deliver double-digit volume growth [11]. The brand continues to drive sales in the flavoured energy segment, which is in 16.8% value growth[12].
The Monster Additions range – which includes its Reserve and Nitro variants, and special edition collaborations – is up 9% in value[13], adding £38.5m in sales over the past year[14]. One of its most recent editions, Monster Lewis Hamilton Zero Sugar, became the no.1 energy category NPD for 2023 in GB, worth £21.5 alone[15].
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners (CCEP) GB, said: “Innovation is key to Monster’s growth strategy and has helped the brand become the fastest growing major energy brand in GB[16]– in fact more than half of energy drinks' innovation sales last year came from Monster’s NPD[17]. There’s still an opportunity for further growth in flavoured energy and the launch of Monster Cosmic Nitro Peach means we’re bringing even more options that are full of flavour.
“Value remains a lead motivation for shoppers in convenience[18], followed by the demand for quality and brands[19] which makes price-marked-cans of Monster Cosmic Nitro Peach a perfect addition to a retailer’s energy drinks range.
“The first ever Nitro variant has proven popular with fans that love full-on flavour and we’re confident that Monster Nitro Cosmic Peach will build on this success. So, we’d recommend that retailers get stocked up.”
*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] NIQ Total GB, val MAT w/e 10.08.24
[2] NIQ Total GB, val MAT w/e 15.06.24
[3] NIQ Total GB, val and vol MAT w/e 15.06.24
[4] Nielsen T10 MEC markets to July 2024 YTD. Top 5 Energy Brands in each Market
[5] NIQ Total GB, val MAT w/e 10.08.24
[6] Lumina Intelligence Convenience Tracking Programme, 52WE 03/03/24 vs YA
[7] Lumina Convenience Tracking Programme, 12-week November (15% more than the average convenience shopper)
[8] Source: Lumina Intelligence Retailer Attitudes & Behaviours Study, 2023 vs 2024
[9] NIQ, Total GB, val MAT w/e 15.06.24
[10] NIQ Total GB, val MAT w/e 15.06.24
[11] NIQ Total GB, val and vol MAT w/e 15.06.24
[12] NIQ, Value Sales, Total Coverage, MAT to 18.05.2024
[13] NIQ Total GB, val MAT w/e 10.08.24
[14] NIQ Total GB, val MAT w/e 10.08.24
[15] NIQ Total GB, val MAT w/e 10.08.24
[16] NIQ, Total GB, val MAT w/e 15.06.24
[17] NIQ, Value Sales, Total Coverage, Total Year 2023 to 31.12.23
[18] Lumina Intelligence Convenience Tracking Programme, data collected 13WE 17/10/21, 13WE 16/10/22 and 13WE 15/10/23
[19] Lumina Intelligence Convenience Tracking Programme, data collected 13WE 17/10/21, 13WE 16/10/22 and 13WE 15/10/23