- The No.1 zero sugar energy drink in GB[1], Monster Ultra, gets new pineapple variant – Monster Ultra Gold
- The very first Monster Juiced variant is back, now called Monster Khaotic and with an enhanced taste and standout can design
Coca-Cola Europacific Partners (CCEP) is bringing more flavour to the energy drinks chiller with the arrival of Monster Ultra Gold and Monster Khaotic to maintain momentum behind the Monster brand – the single biggest contributor to soft drinks category growth in the last year[2].
Monster Ultra Gold
With zero sugar, easy-drinking ULTRA GOLD has the fresh flavour of biting into a perfectly ripened golden pineapple, giving consumers a delicious and refreshing energy boost with no calories.
Monster Ultra Gold’s fresh flavour and shiny gold packs are designed to appeal to new and existing Monster fans, helping retailers tap into the continued popularity of the sugar-free, HFSS-compliant energy drinks.
Monster Ultra remains the No.1 zero sugar energy drinks range in GB, up a massive 41.4% in value[3].
Monster Khaotic
Monster Khaotic is a shake-up of one of the original Monster Juiced variants launched more than a decade ago when real fruit juice was first combined with the functionality of energy drinks. Today, the Monster Juiced range is worth £75m and in 60% growth[4],
Fast forward to 2022 and the tropical orange twist of Monster Khaotic combined with Monster’s famous energy blend has been lightened-up and juice blend adjusted to deliver a taste best experienced, rather than described. A bold and bright packaging design has been created by legendary street artist RISK, bringing his iconic West Coast style and vibrant presentation to capture the spirit of Monster Khaotic and deliver maximum impact on-shelf.
Pack formats and POS
Monster Ultra Gold and Monster Khaotic are rolling out from the middle of April and will be available in both plain and price-marked* 500ml packs for shoppers to enjoy on-the-go.
Point-of-sale materials including shelf strips, totems, wobblers, free-standing display units and more are available to drive excitement in-store. Convenience retailers can request POS materials via My.CCEP.com from the middle of April.
Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “Monster has led the diversification of the energy sector in recent years, which has helped energy drinks appeal to more consumers, on more occasions, by offering the choice and great taste of soft drinks, but with added functional benefits.
“Monster delivered more than 50% of energy drinks’ £200m growth in 2021[5], but it didn’t just put the energy into energy drinks; it was the biggest value contributor to the entire soft drinks category[6].
“The latest great tasting variants will bring excitement to the energy fixture and help drive sales for retailers, offering new flavours – with and without sugar – alongside the high-octane marketing and in-store activation that Monster is famous for.”
Supercharged Advice Retailer Advice
CCEP and the Monster Energy Co. recently launched the next phase of its Sales Supercharged convenience retailer support initiative. Listen to advice from convenience retailers that have super charged their energy drinks sales and hear from retailer Stephen Spilsted as to why NPD is so important in his store. Monster Energy (salessupercharged.co.uk)
Monster is the no.1 deliverer of value growth in the whole of the GB soft drinks market, up 31.3% in value[7] and adding more than £100m in the past year alone[8].
*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 incl dis MAT Val to 01.01.22
[2] Nielsen Total GB incl dis MAT Val to 01.01.22
[3] Nielsen Total GB incl dis MAT Val to 01.01.22
[4] Nielsen Total GB incl dis MAT Val to 01.01.22
[5] Nielsen Total GB incl dis MAT Val to 01.01.22
[6] Nielsen Total GB incl dis MAT Val to 01.01.22
[7] Nielsen Total GB incl dis MAT Val to 01.01.22
[8] Nielsen Total GB incl dis MAT Val to 01.01.22
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