Coca-Cola European Partners is adding to its Monster Energy Ultra range with a new low calorie citrus and berry variant.

Available from the end of March, the new sparkling flavour is exempt from the soft drinks industry levy and will be available in a 500ml can, in both plain and price-marked packs (£1.25 PMP).

The launch of Monster UItra Blue will also be supported throughout 2019 with POS material and stand-out off fixture displays

Simon Harrison, vice president for commercial development at Coca-Cola European Partners GB, said: “Last year was a landmark year for Monster as the brand reached a milestone of more than £200million retail sales in GB thanks to a growing core range, innovative new flavours and impactful marketing campaigns [Nielsen MAT Total Market w/e 05.09.18]. This year is set to be even bigger as we continue to innovate and evolve our portfolio in line with consumer demand.

“The launch of Monster Energy Ultra Blue follows on from the success of Monster Ultra Violet last year, which is the second best-performing variant in the five-strong range [Nielsen Total GB MAT 11/8/18]. We’re confident that the new variant delivers on taste which is the main factor for those buying energy drinks[9], and will help attract new consumers to energy as well as appealing to our engaged core fan base.”