Coca-Cola Europacific Partners (CCEP) has unveiled Monster Juiced Aussie Lemonade and Monster Ultra Rosa, alongside the return of its exciting snowsport-themed consumer promotion for the Monster Ultra range.
The new variants are designed to fuel continued momentum behind the brand which is worth over £500m and growing by 19% (Nielsen), ahead of the energy drinks category.
Monster Aussie Lemonade (500ml, RRP £1.49) is the latest addition to the Monster Juiced line up, which is a range that offers full flavoured energy with personality, unique packaging designs and is delivering double digit growth year on year (ibid). It is designed to leverage the wide of appeal of lemonade, a segment worth £164m (ibid), offering a twist on classic lemonade, combining Monster’s energy blend with a burst of fresh citrus flavour.
Following on from the design by legendary street artist RISK for Monster Khaotic’s launch last year, an Australian-inspired bold and bright packaging design has been created to capture the essence of Monster Juiced Aussie Lemonade and deliver maximum impact on-shelf.
Monster Ultra Rosa (500ml, RRP £1.39) combines a crisp red berry blend flavour with a complex floral finish, giving consumers a light, refreshing energy boost with no calories and no sugar.
It follows on from two new launches in 2022, Monster Ultra Watermelon and pineapple-flavoured Monster Ultra Gold. In fact, Monster Innovation delivered 18% of Total Energy Category Value growth in 2022 (ibid).
To support the Monster Ultra range and tap into energy drinkers’ thirst for thrills, Monster is also offering Ultra fans the chance to win an immersive money-can’t-buy snowsport experience with the return of its successful promotion.
The lucky winner will enjoy three days of skiing or snowboarding in Switzerland, with accommodation, lift pass and equipment rental, and exclusive Monster Energy hospitality perks. Consumers have until 6 March to enter online.
Pippa Collins, associate director commercial development at CCEP GB, said: “Monster has led the diversification of the energy sector in recent years, with innovation covering a variety of flavours, juice blends and functional benefits, that have helped to make energy drinks a mainstream choice for shoppers.
“Monster Juiced Aussie Lemonade has already been popular in the US and Monster Ultra Rosa delivered the second highest right of sale within the Ultra range in quarter four of last year whilst only in limited distribution [ibid]. We’re confident the new nationwide arrivals will drive sustained growth for the Monster brand, bringing even more excitement to the energy fixture.”
Retailers who want to drive excitement in-store with high-impact snowsport-themed POS materials, should visit and request kits from My.CCEP.com.