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MONSTER STARTS THE YEAR WITH TWO NEW FLAVOUR VARIANTS AND CAMPAIGN FOR MONSTER ULTRA RANGE

CCEP Monster February 2023 1200x735px

27/02/2023

Innovation, New product, Low and No Sugar |

 

  • Monster adds Monster Juiced Aussie Lemonade to its Juiced range and Monster Ultra Rosa is now available nationwide
  • Latest NPD follows a strong year which saw Monster add nearly £78m[1] to its retail value

Coca-Cola Europacific Partners (CCEP) is gearing up for another knockout year for its Monster Energy brand, kicking off with the launch of Monster Juiced Aussie Lemonade and Monster Ultra Rosa alongside the return of its exciting snowsport-themed consumer promotion for the Monster Ultra range.

Rolling out from February onwards, the new variants are designed to fuel continued momentum behind the brand which is worth over £480m[2] and growing by 19%[3], ahead of the energy drinks category.

 

Monster Juiced Aussie Lemonade

Monster Aussie Lemonade is the latest addition to the Monster Juiced line up, which is a range that offers full flavoured energy with personality, unique packaging designs and is growing by 27% year on year[4].

It is designed to leverage the wide of appeal of lemonade, a segment worth £160m[5], to bring an exciting new flavour to the energy drinks category. Monster Juiced Aussie Lemonade is a twist on classic lemonade, combining Monster’s world-famous energy blend with a burst of fresh citrus flavour.

Following on from the design by legendary street artist RISK for Monster Khaotic’s launch last year, an Australian-inspired bold and bright packaging design has been created to capture the essence of Monster Juiced Aussie Lemonade and deliver maximum impact on-shelf.

 

Monster Ultra Rosa

Zero sugar is a key driver of growth in energy, with Monster’s zero sugar Ultra the no.1 zero sugar energy brand in GB[6].

Now available nationwide, Monster Ultra Rosa combines a crisp red berry blend flavour with a complex floral finish, giving consumers a light, delicious, refreshing energy boost with no calories and no sugar.  

It follows on from two new launches in 2022, Monster Ultra Watermelon and pineapple-flavoured Monster Ultra Gold, which have clocked up a combined £15m[7] of sales between them.

 

Pack formats and POS

Monster Juiced Aussie Lemonade and Monster Ultra Rosa will be available in 500ml plain packs and price-marked packs (PMP)*, with Monster Juiced Aussie Lemonade PMP rolling out in Q2 of 2023. For grocery and larger stores, the variants will also be in four can multipacks. Convenience retailers can request POS materials via My.CCEP.com to help bring the launches to life in-store.

Monster has led the diversification of the energy sector in recent years, with innovation covering a variety of flavours, juice blends and functional benefits, that have helped to make energy drinks a mainstream choice for shoppers.

Monster Juiced Aussie Lemonade has already been incredibly popular in the US and Monster Ultra Rosa delivered the second highest right of sale within the Ultra range in quarter four of last year whilst only in limited distribution[8].  We’re confident the new nationwide arrivals will drive sustained growth for the Monster brand, bringing even more excitement to the energy fixture.

Pippa Collins

Associate Director Commercial Development at CCEP GB

 Monster Ultra snowsport promotion

To support the Monster Ultra range 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 the return of its successful promotion.

The lucky winner will enjoy three days of skiing or snowboarding in Switzerland, with accommodation, lift pass and equipment rental, and exclusive Monster Energy hospitality perks. Consumers have until 6th March to enter online at MONSTERENERGY.COM/ULTRASNOW_GB.

Retailers who want to drive excitement in-store with high-impact snowsport-themed POS materials, should visit and request kits from My.CCEP.co from 6th February.

*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 GB excl. dis MAT Val to 08.10.22

[2] Nielsen Total GB excl. dis MAT Val to 08.10.22

[3] Nielsen Total GB excl. dis MAT Val to 08.10.22

[4] Nielsen Total GB excl. dis MAT Val to 08.10.22

[5] Nielsen Total GB excl. dis MAT Val to 08.10.22

[6] Nielsen Total GB excl. dis MAT Val to 08.10.22

[7] Nielsen Total GB excl. dis MAT Val to 08.10.22

[8] Nielsen Total GB excl. dis 13 Weeks Val to 31.12.22

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