It's a Monster move as the zero- calorie version hits UK market

  • Print
  • Share
  • Comment
  • Save

Monster Energy is bringing zero-sugar, zero-calorie energy drink Absolutely Zero to the UK next month.

The line has become the third biggest-selling product in Monster’s 26-strong US range since launching there in August. In the UK it will sell alongside Monster’s diet drink Lo-Carb, which contains 6g of sugar and 20 calories.

By cutting calories to zero, Monster believes it has created enough difference to leave room in the market for both. “There is clear demand for a diet energy drink that adds variety to the category,” said a spokeswoman.

Monster is also launching Rehab, another brand extension, in March. The product, which contains tea and lemonade and is claimed to hydrate like a sports drink, will be marketed as “the perfect choice after a hard day’s night”. Rehab had proved a hit in the US, said Monster, which claimed it had become the seventh biggest-selling SKU in c-stores after being on sale for two months.

Monster, distributed in the UK by CCE, launched here in 2008. It is the fifth-placed sports and energy drink in UK grocery [The Grocer’s 2011 Top Products Survey].

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email

  • Print
  • Share
  • Comment
  • Save
Sign in

Newsletter Sign-up


I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

Grocer jobs Experts in FMCG

Redhill Recruitment Ltd Business Development Manager – Meats

Business Development Manager – Meats - Redhill Recruitment Ltd

Upto £30k Basic + Excellent OTE - Company Car- Laptop & Phone
Search jobs



CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.


The Grocer's commentators and opinion makers