Coca-Cola European Partners has extended its range of Monster energy drinks with a new ‘Ice Cold Blue’ variant.
Billed as having “sparkling citrus and berry” flavours, the drink contains zero calories and would tap “consumer demand for an energy boost without the calories”, said the brand.
It will roll out in 500ml cans, in both plain and price-marked packs (rsp: £1.25).
The launch would “help attract new consumers to energy as well as appealing to our engaged core fan base”, added CCEP vice president for commercial development Simon Harrison.
“Last year was a landmark year for Monster as the brand reached a milestone of more than £200m retail sales in Great Britain thanks to a growing core range, innovative new flavours and impactful marketing campaigns.”
It will be backed by accompanying PoS and off-fixture display materials.