RELENTLESS ADDS WATERMELON TO ITS ZERO SUGAR RANGE

• New Watermelon variant to further energise the Relentless Zero Sugar range and help retailers tap into demand for zero sugar energy drinks
• Latest addition builds on the successful launch of the Relentless Zero Sugar range last year – adding over £5.3m to the energy drinks category[1]

Coca-Cola Europacific Partners (CCEP) is bolstering its Relentless Zero Sugar range to maintain momentum behind the brand with its latest flavour launch, Watermelon.

The new, refreshingly fruity, zero sugar flavour is designed to fuel additional growth of the Relentless brand, which is worth nearly £52m[2] – up 12.9% in value[3] and 43.7% in volume[4] over the past year.

It builds on the successful launch of the Relentless Zero Sugar Raspberry and Peach flavours last summer, which have already added more than £5.3m[5] to the energy drinks category in less than a year.

Rolling out now, Relentless Zero Sugar Watermelon comes in an eye-catching white, black, pink and vibrant green can design with the recognisable Relentless ‘R’ motif in the centre, coming in plain and price-marked* [convenience only] 500ml packs for shoppers to enjoy on-the-go.

Retailers can drive excitement in-store with POS materials and digital downloads, available from My.CCEP.com [convenience only].

The new variant will also help retailers tap into the growth of the wider energy drinks sector – now worth £1.71 billion[6] and enjoying 13.6% value growth[7] and 7.8%[8] volume growth in GB over the last year. This is, in part, being driven by the increased popularity of sugar-free energy drinks which are now worth £305m[9], up 26.1%[10] in value and 22.9% in volume[11] in the last 12 months, with Relentless’ sister brand Monster taking the No.1 sugar free energy drink spot with Monster Ultra[12].

Pippa Collins, Associate Director of Commercial Development at Coca-Cola Europacific Partners GB, said: “The Energy drinks segment has established itself as one of the key value and volume growth drivers within soft drinks, adding more than £205m[13] to the category over the last year.

This is largely due to the segment becoming more mainstream over the last decade, appealing to more consumers on more occasions and this is thanks to the arrival of new flavours, functionality and zero sugar options like the Relentless Zero Sugar range. Innovation continues to be incredibly important to the segment, delivering almost a quarter of energy drinks growth[14] and we’re confident that this new Relentless Zero Sugar Watermelon variant will contribute to this moving forward so would recommend that retailers get stocked up.”

[1] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[2] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[3] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[4] Nielsen Total Coverage, Volume Sales to W/E 25.03.23

[5] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[6] Nielsen Total GB incl dis MAT Val to 25.03.23

[7] Nielsen Total GB incl dis MAT Val to 25.03.23

[8] Nielsen Total GB incl dis MAT Vol to 25.03.23

[9] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[10] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[11] Nielsen Total Coverage, Volume Sales to W/E 25.03.23

[12] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[13] Nielsen Total Coverage, Value Sales to W/E 25.03.23

[14] Nielsen Total Coverage, Value Sales to W/E 25.03.23