Monster NPD

Source: Coca-Cola European Partners

The new flavours will join the Core, Ultra and Juiced ranges

Monster Energy has unveiled trio of new flavours.

The brand is adding three new drinks, expanding its Core, Ultra and Juiced ranges.

They are: Monster Mule, a twist on a Moscow Mule cocktail that claims to be the first ginger-flavoured energy drink the UK; Monster Ultra Fiesta, which blends Monster Energy with a mango flavour; and Monster Juiced Monarch, which combines peach and nectarine fruit juices with Monster energy blend.

Monster Mule and Monster Ultra Fiesta launched this month, with Monster Juiced Monarch to follow in February (rsp:£1.39-1.54/500ml).

The NPD follows what Monster billed a “record” 2020: the brand added £43.1m to its value in 2020, hitting £286.2m [Nielsen 52 w/e 5 September 2020].

CCEP VP for commercial development Simon Harrison said energy sector growth had been driven by new flavours, and Monster NPD had contributed to “over half” of this.

“We know there’s big demand in the market for new and exciting flavours, including the low-calorie and energy segment. We’re confident that our latest launch will appeal to new and existing energy drinkers and will drive sustained growth throughout this year,” he added.