Coca-Cola European Partners (CCEP) has unveiled new Monster Hydro, an extension to its energy portfolio targeting 25% category growth in the next three years.
Monster Hydro is a non-carbonated energy product and targets consumers looking for refreshment and great taste as well as Monster’s energy blend as opposed to simply wanting an energy boost.
The 550ml soft drink comes with a resealable wide screw-top in a clear bottle design with Monster’s claw logo branding. Hydro contains 25mg of caffeine and just 4.6g of sugar per 100ml, making it exempt from the sugar levy and is available in three flavours: Tropical Thunder, Mean Green and Manic Melon.
Simon Harrison, operational marketing director for CCEP GB, said: “We want to reinvigorate the refreshment energy segment with true consumer-led innovation to drive sustainable growth. Monster Hydro delivers on this and is another example of how we are investing in our portfolio of leading brands to offer consumers more choice.”
Launching across the UK this summer, Monster Hyrdo will be supported by nationwide sampling and digital campaigns to target a core audience of predominantly 25-45 year old males.