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

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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].

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