Monster Energy is bolstering its range with the launch of a new ready-to-drink (RTD) coffee drinks line-up, designed to appeal to those who like coffee and energy drinks.
Rolling out nationwide in March, Espresso Monster consists of a blend of brewed coffee and Monster Energy. Available in premium black 250ml cans (rrp £1.99), the two flavoured variants available at launch are Espresso & Milk and Vanilla Espresso.
The new range is designed to appeal to those looking for a cold coffee experience with similar caffeine content to a hot coffee. The launch of Espresso Monster will be supported by POS material and off fixture displays, to help increase visibility in-store and drive sales for retailers.
Simon Harrison, vice president for commercial development at Coca-Cola European Partners GB, said: “Espresso Monster is a real step-change for the brand but has already proven extremely popular following a retail trial at the end of 2018. The product is unique as it is the only cold coffee drink on the market with caffeine content that can rival a hot coffee [Caffeine Informer, July 2018], giving consumers the great-tasting energy boost that they’re looking for in a cold coffee format.
“The new variant will enable us to attract new drinkers to both the energy and RTD coffee sectors, whilst delighting Monster’s core fanbase with our continued investment into exciting and great tasting innovation. This, combined with the current growth of cold coffee RTD drinks and the energy sector, makes now the ideal time to bring Espresso Monster to market.”