Monster is hoping to maintain momentum on last year’s strong growth by rolling out two new flavours of its low cal, still energy drink, Monster Rehab and offering aggressive promotional activity in the indies.
The two new variants, green tea and orangeade, have been added to the Rehab 500ml range (RSP: £1.59) which launched with two products last year. According to Coco-Cola Enterprises, which manufactures and distributes the brand in the UK, the energy tea variations saw retail sales of £2.6m within six months of launching.
“Our goal is to add incremental value to the sector and these new products and take home pack are the first of many exciting announcements for the Monster brand this year,” CCE’s head of energy, Stuart Agate, said.
“Energy is a dynamic sector and it’s important that when we introduce new variants, they are relevant to consumers, both building on existing demand and bringing new consumers into energy.
“The non-carbonated, low calorie 500ml drink is a good entry product,” he added.
Monster is also launching a new take-home four-pack format for Monster Ripper (RSP: £2.49), which is being positioned exclusively at grocery outlets, and launching a separate £1.19 price marked pack promotion for independents to boost impulse buys. This focuses on its core range, which comprises Monster Energy Original, Ripper, Khaos, Lo-Cal and Rehab Lemonade. Running from 18February for a month, the promo will run alongside the permanent £1.39 PMP option.
Energy drinks proved the fastest growing sector of the soft drinks category during 2012, up 8.5% in value in the 52 weeks to 13 October. Monster saw the biggest gains, up 46%, or £22.5m, to £70.9m. It overtook its UK stable mate Relentless, to snap at the heels of market leaders Lucozade and Red Bull.
No comments yet