Monster has teamed up with Formula 1 frontrunner Lando Norris to launch a zero-sugar energy drink.
Monster Lando Norris Zero Sugar will roll out on shelves from June in plain (rsp: £1.85), £1.65 PMP 500ml cans and 4x500ml multipacks (rsp:£5.59).
It offered a “unique, refreshing melon yuzu flavour”, which was “unlike anything else in the energy drink market”, said UK Monster supplier Coca-Cola Europacific Partners (CCEP).
It had been created to help retailers connect with Gen Z energy drinkers seeking innovative and unique flavours, it added.
The NPD would build on Monster’s tradition of successful hero can launches, CCEP predicted.
Monster’s Lewis Hamilton zero-sugar variant was the best-performing NPD launch in the energy drinks category in 2023, delivering over £21.7m in value sales in its first year in the market, the supplier said, citing NIQ data.
The launch of Monster Lando Norris Zero Sugar will be supported by an integrated marketing campaign, including OOH advertising, social media and sampling. Retailers can request a suite of PoS materials and download digital assets via My.CCEP.com.
“Lando Norris Zero Sugar underscores our commitment to offering retailers bold, high-impact choices that harness the adrenaline and global energy of top-level sport,” said Helen Kerr, associate director of commercial development at CCEP. “Monster is already driving the growth of the zero-sugar energy segment, which has seen an impressive growth in value sales over the last year.
“With a unique flavour profile and the star power of one of Formula 1’s most exciting personalities, we’re confident this launch will give retailers a powerful new asset to excite shoppers and accelerate their energy drinks sales.”
If you’ve got a fantastic new product or packaging innovation, we want to hear about it! The entry deadline for The Grocer New Product & Packaging Awards is 9 June, so make sure to get your entries in. Visit this link to enter, buy tickets or to enquire about sponsorship opportunities.
1 Readers' comment