Monster has added a duo of fruity energy drinks to its lineup.
Ultra Gold had the fresh flavour of a “perfectly ripened golden pineapple”, while Khaotic boasted a “tropical orange twist”, it claimed.
In line with the rest of the Ultra range, Gold contains no sugar, zero calories and is HFSS-compliant.
Khaotic, meanwhile, was “a shake-up” of a previous Monster drink, which launched more than a decade ago, said the brand.
Both drinks have rolled out in 500ml cans (rsp: £1.49-£1.59).
Ultra Gold will also roll out in a four-can multipack format (rsp: £4.59) “to capitalise on the continued popularity of the home-based energy drink occasion”, said Monster.
Its “fresh flavour and shiny gold packs” were designed to appeal to new and existing Monster fans, while Khaotic’s “bold and bright packaging” would deliver “maximum impact on shelf”, said the brand.
Monster had “led the diversification of the energy sector in recent years”, claimed Coca-Cola Europacific Partners GB VP Martin Attock.
“The latest great-tasting variants will bring excitement to the energy fixture and help drive sales for retailers, offering new flavours – with and without sugar – alongside the high-octane marketing and in-store activation that Monster is famous for,” he added.
It comes after Monster grew its value sales by 31.7% to £421.4m in the 52 weeks until 1 January 2022 [NielsenIQ].
Sales were buoyed by a steady stream of NPD and a new four-pack format, which helped the brand tap at-home drinking occasions, Attock told The Grocer.
Monster continued its NPD push into 2022 by launching a zero sugar watermelon-flavoured drink in January.
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