MONSTER UNVEILS BIGGEST LAUNCH IN 20 YEARS WITH ZERO SUGAR VARIANT OF MONSTER ORIGINAL

• Latest NPD follows a strong 12 months, which has seen Monster add £94m[1] to its retail value and continue to deliver double digit volume growth[2].

Coca-Cola Europacific Partners (CCEP) is offering Monster OG fans a zero sugar variant of the brand’s popular Original variant: Monster Zero Sugar.

Zero Sugar, 100% Monster!

Monster Zero Sugar offers the same iconic and full-flavoured taste of Monster Original but with no calories and no sugar – capitalising on the continued demand for traditional energy drinks, which command a 55% share of the energy drinks category[3], and the growing popularity of zero sugar options[4].

Rolling out nationwide from 4 September, the new variant builds on the success of Monster Original and Monster Absolutely Zero resulting in a three-strong traditional energy line up.

The can design pays homage to the iconic Monster Original, with the same look and feel to deliver maximum engagement with core Monster fans to help drive sales.

Monster Growth Momentum

Monster Zero Sugar follows on from three launches in 2023 so far; Monster Lewis Hamilton Zero Sugar, Monster Juiced Aussie Lemonade, and red berry blend flavour Monster Ultra Rosa. More than 55% of category innovation sales over the last year have come from Monster’s great tasting NPD[5].   

As well as giving shoppers even more choice, the launch is designed to fuel further momentum behind the brand, which is now worth £545m[6] – adding £92m of sales[7] over the last year alone whilst maintaining 20% volume growth[8]. This makes Monster GB’s fastest growing major energy brand[9].

Energy drinks remain the no.1 deliverer of value growth in soft drinks, worth more than £1.8bn to retailers^[10] and growing in both volume and value in GB[11].

Monster Zero Sugar will be available in 500ml packs – singles and four can multipacks.

Pippa Collins, Associate Director Commercial Development at CCEP GB, said: “Monster Original has been a firm favourite and standout sales driver for retailers since it first launched over 20 years ago.

“With continued consumer desire for zero sugar energy drinks and the strong performance of our Ultra range as the no.1 zero sugar energy range in GB^[12], we wanted to create a zero sugar energy drink that matches the iconic taste of Monster Original.

“Monster Zero Sugar has already proven to be incredibly popular in the US, so we’re confident its arrival in GB will bring excitement to the energy fixture and help retailers drive further sales.”

[1] Nielsen Total GB, val MAT w/e 17.06.23

[2] Nielsen Total GB, vol MAT w/e 17.06.23

[3] Nielsen Total GB, MAT w/e 17.06.23

[4] Nielsen Total GB, val MAT w/e 17.06.23

[5] Nielsen Total GB MAT val WE 17.06.23

[6] Nielsen Total GB val MAT w/e 17.06.23

[7] Nielsen Total GB, val MAT w/e 17.06.23

[8] Nielsen Total GB, vol MAT w/e 17.06.23

[9] Nielsen Total GB, val MAT w/e 17.06.23

[10] Nielsen Total GB incl. discounters, MAT val and vol w/e 17.06.23

[11] Nielsen Total GB incl. discounters, MAT val and vol w/e 17.06.23

[12] Nielsen Total GB incl. discounters, MAT val w/e 17.06.23