A new flavour of Monster Energy has launched in a can paying homage to the ‘summer of love’.
Coca-Cola Europacific Partners (CCEP) will roll out the new Monster Ultra Peachy Keen variation nationwide from the end of September.
Coming in a ‘unique’ peach-coloured can, CCEP said the design pays homage to the ‘summer of love’ which will deliver ‘maximum impact’ on shelf to help drive sales. The new drink will come in 500ml plain or price-marked cans and four can multipacks.
The company said that innovation is ‘key’ to Monster’s growth strategy and has helped the brand become the fastest growing major energy brand in the UK, with it worth over £545 million and adding £92 million of sales in the last year alone while maintaining 20% volume growth.
Pippa Foster, associate director commercial development at CCEP GB, said, “Energy drinks remain the no.1 deliverer of value growth in soft drinks, worth more than £1.8 billion to retailers and growing in both volume and value in GB. And much of this is down to diversification and innovation, led by Monster.
“More than 55% of category innovation sales over the last year have come from Monster’s great tasting NPD – and we’re confident that Ultra Peachy Keen will build on this success. In fact, Monster Ultra Peachy Keen in the US has already become the no.3 SKU in the Ultra line-up. This new launch will tap into demand for zero sugar and flavoured energy drinks so we’d recommend that retailers get stocked up.”
